Inoculation Campaign: Preteen Engagement for Mental Health Stigma - - PowerPoint PPT Presentation
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
Runyon Saltzman & Einhorn
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
– 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.
National Opinion Research Center (NORC) API Expert
(CAYEN)
Transition Age Youth Expert African American Expert Latino & LGBTQI Experts NAMI California California Public Television MHA California Racial and Ethnic Disparities Coalition (REMHDCO)
Child Development Experts
(Solsken PR) (Citizen Paine) (Hill & Co.) (Inspire USA/ReachOut)
Transition Age Youth Expert
– 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
cultural expert Marguerite Cueto
dominant
monolingual Spanish-speaking children in California
basic understanding of the English language, when discussing or reviewing emotionally sensitive information, they often prefer their native language
Spanish-speaking target age group and engage parents and grandparents
Challenges
learn best when education is combined with meaningful narratives.
adolescents tend to look to teens as a 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.
– 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
– Scrolling animated novel and animated videos
– 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.
– Feedback interviews will be conducted through coordination with Student Mental Health to identify appropriately diverse schools.
effective ways of reaching school-aged children, which resulted in the strategy of school-based performances.
award-winning multicultural school theatre program for health education.
– 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.
California, for a total of 100 performances
beginning August 2013
based performance experience: http://www.youtube.com/watch?v=IwUT6 E9iXoU
received TETRIS (Training Educators through Recognition and Identification Strategies) training to identify, recognize, refer, and support students with mental health needs
Health, California County Superintendents Educational Services Association (CCSESSA) and CalMHSA contract specialists to identify schools.
Performances will cover all 11 CCSESSA regions, with close
B Street Theatre has requested a first right of refusal to remount the show as the play moves to a county-by-county project.
each participating school, targeted to student, teacher and parent/caregiver audiences
quiz and can act as a discussion starter
Help make the Inoculation Campaign as effective as possible! Join the Inoculation Campaign Workgroup to help guide the development of the Inoculation Campaign: – Approximately five small-group conference calls between April-July 2013 – Review of scripts, website content, collateral materials, etc. with
– Materials sent in advance of meetings; 1-2 hours per meeting of review time prior to conference call – Feedback requested on cultural, socio-emotional, and other inclusiveness factors to ensure campaign most effectively serves the 9-13 target audience