Inoculation Campaign: Preteen Engagement for Mental Health Stigma Reduction Scott Rose, Principal Norma Rivera, Social Marketing Director Steve Fong, Creative Director Nicole Jarred, Account Supervisor Runyon Saltzman & Einhorn
Campaign Background • Research indicates that there is an opportunity for intervention with 9-13 year olds to preempt the formation of hardened stigma. • The goal of the Inoculation Campaign is to stop the development of stigma by filling key gaps in knowledge about mental health.
Lifespan – Stigma
Lifespan – De-Stigmatization
Inoculation Campaign Development Several updates have been made to the Inoculation Campaign since the March 2012 Advisory Meeting: – Expanded target audience age from 11-13 year olds to 9-13 year olds – Honed advertising and website concepts – Integrated school-based performances – Established media plan based on media habits of the target age group – Worked through a strategic council to ensure cultural competence across the board – Engaged child development experts to review and vet all materials
Development, Vetting and Testing • Each aspect of the Inoculation Campaign is developed with and reviewed by cultural experts (strategic council), child development experts and children and family members with lived experience. – Strategic council members are experts in African American, Latino, API and LGBTQI communities. – RS&E partners with groups such as United Advocates for Children and Families, CAYEN, Inspire USA and NAMI California to reach children and family members with lived experience.
Strategic Council National Opinion API Expert Research Center (Solsken PR) (NORC) Latino & LGBTQI Experts (Citizen Paine) Dr. Sergio Aguilar-Gaxiola African American Expert (Hill & Co.) Racial and Ethnic Disparities Transition Age Coalition (REMHDCO) Youth Expert (Inspire USA/ReachOut) Transition Age MHA California Youth Expert (CAYEN) California Public Television NAMI California Child Development Experts
Inoculation Benchmark Research • Over 600 middle school students responded to a 28- question survey – Locations chosen to prioritize ethnic and socioeconomically diverse sample – Survey administered in English and Spanish – Data weighted so that the sample resembles the actual population of the state • Majority of students demonstrated significant gaps in knowledge
Spanish Language Research • Extensive research performed by Dr. Sergio Aguilar-Gaxiola and Latino cultural expert Marguerite Cueto • 15% of 3 rd through 7 th graders (9-13 year olds) in California are Spanish- dominant • Previously reviewed studies significantly underestimate the number of monolingual Spanish-speaking children in California • Though bilingual children or those learning English in school may have a basic understanding of the English language, when discussing or reviewing emotionally sensitive information, they often prefer their native language • RS&E is working to develop a culturally appropriate plan to reach the Spanish-speaking target age group and engage parents and grandparents
Formative Research • Inoculation campaign concepts developed and tested in 50 one-on-one interviews with target age group Topline Findings: • Respondents were shown each concept, which included a simulated online ad and a simulated radio ad • Each concept was rated on five dimensions
Concept Testing: Walk in Someone Else’s Shoes • Most consistently ranked Feeling anxious by age range about that big test • Evoked a strong desire to learn more about the next period? subject of mental health That’s what kids with • Created feelings of empathy anxiety feel like all day, every day.
Walk in Someone Else’s Shoes Verbatim Feedback • “I like how they were relating to me. Tests happen all the time so I can relate .” • “I would like to learn more about how people feel with anxiety or depression .” • “[I] want to learn more about the different mental illness that happen to people .” • “The test example resonated... I understood anxiety as an experience.”
Messages and Strategy Strategy Rationale 4 Key Messages • Research indicates that adolescents • Commonality learn best when education is • Types of Mental Health combined with meaningful narratives. Challenges • • A literature review revealed Resilience, Hope, Recovery adolescents tend to look to teens as a • Debunking Myths source of information, therefore, to fill gaps in knowledge, narratives are told through the eyes of Transition Age Youth (14-24 year olds) who have experience with mental health challenges.
Media Strategy: Combine New & Traditional Tactics • Interactive website • School-based theatrical performance tour • Digital banner and radio ads • Possible cable TV in rural markets
Interactive Website • Features: – Kid-friendly information – Real-life narratives from a diverse set of Transition Age Youth – Different illustration styles for each narrative to help illustrate the individuality of each person and demonstrate their personality – Pop-up information that directs users to learn more on the text-based pages – Interactive element – Parent and teacher section for crisis and referral information • Two Concepts – Scrolling animated novel and animated videos
Website Narratives Real stories of mental wellness told by Transition Age Youth (TAY) – Because adolescents tend to look to the next age group for social cues, beliefs and understanding, narratives from TAY with real-life experiences with mental health challenges and stigma/bullying will be featured. – A request for narratives was distributed to PEI partners and groups such as CAYEN and Inspire USA. – Narratives from TAY from all over the state have been submitted. – Narratives will be used to reinforce website information and fill gaps in knowledge.
Website Narratives Verbatim
Scrolling Animated Novel Concept
Interactive Element
Interactive Element
Interactive Element
Interactive Website Vetting • Website concept illustrations, animation techniques and the interactive element will be vetted with an ethnically, socioeconomically and geographically diverse set of 9-13 year olds, including those with lived experience. – Feedback interviews will be conducted through coordination with Student Mental Health to identify appropriately diverse schools. • Website concepts developed with strategic council. • Concepts reviewed by child development experts.
School-Based Performances • Collaboration with Student Mental Health to determine unique and effective ways of reaching school-aged children, which resulted in the strategy of school-based performances. • Guidance on strategy from the Kaiser Family Foundation, which has an award-winning multicultural school theatre program for health education. • Partnership with B Street Theatre because of its specific expertise: – 25 years of school-based performance experience – highly respected by the education community. – Performed 12 times per week, 38 weeks per year in schools, hospitals and public places reaching approximately 200,000 children annually. – Experience in teaching behavior changes through performances – previously toured northern California schools with an anti-smoking performance.
School-Based Performances • • Targeting schools that have B Street Theatre to tour schools across California, for a total of 100 performances received TETRIS (Training Educators through • 9-week tour (three performances per day) Recognition and beginning August 2013 Identification Strategies) • Learn about B Street Theatre’s school - training to identify, based performance experience: recognize, refer, and http://www.youtube.com/watch?v=IwUT6 support students with E9iXoU mental health needs
School-Based Performances • Schools receiving the school-based performances are chosen based on TETRIS participation. RS&E is working with Student Mental Health, California County Superintendents Educational Services Association (CCSESSA) and CalMHSA contract specialists to identify schools. • Specific attention to geographic and cultural diversity of schools. Performances will cover all 11 CCSESSA regions, with close oversight of selection process provided by CalMHSA. • CalMHSA will own the school-based performance script and props. B Street Theatre has requested a first right of refusal to remount the show as the play moves to a county-by-county project.
School-Based Performances • Collateral materials distributed at each participating school, targeted to student, teacher and parent/caregiver audiences • Materials will include a quiz and can act as a discussion starter
Radio and Digital Banner Ads • Media will launch during summer, when tweens consume the most media (August-October 2013) • Educational radio ads will feature the voice of different Transition Age Youth • Online banner ads will drive traffic to the Inoculation Campaign website • Media plan will incorporate radio in rural and low-income areas where Internet access may be less readily available
Tween Media Consumption
Tween Media Consumption
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