Social Marketing for Systems Change: Ho How Effective Marketin ing - - PowerPoint PPT Presentation
Social Marketing for Systems Change: Ho How Effective Marketin ing and Co Communic ications Ca Can Ch Change e Knowled edge, Atti titudes, Be Belie liefs, and Be Behaviors to o Cr Create La Lasti ting Transformati tion CARING FOR
Ho How Effective Marketin ing and Co Communic ications Ca Can Ch Change e Knowled edge, Atti titudes, Be Belie liefs, and Be Behaviors to
Create La Lasti ting Transformati tion
CARING FOR EVERY CHILD’S MENTAL HEALTH CAMPAIGN Social Marketing TA Team
System of Care Project Director of the Mississippi Department of Health, MS
Youth Leadership Manager and Social Marketing Coordinator, Lummi System of Care Expansion
Project Director, Lummi System of Care Expansion
Principal Investigator, Texas System of Care
Social Marketing TA Provider, Caring for Every Child’s Mental Health Campaign
Social Marketing TA Provider, Caring for Every Child’s Mental Health Campaign
Social Marketing TA Provider, Caring for Every Child’s Mental Health Campaign 2
marketing planning process.
systems change.
systems of care.
development.
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Social marketing is the marketing of behavior change that benefits society as well as the audience. (No, really. That’s it.)
them.
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Change Attitudes/Beliefs and Behaviors Create Buy-In Increase Number of Families & Youth Who Seek and Receive Services
Sustainability strategies that benefit from social marketing include:
agencies;
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Source: Stroul, B., & Blau, G. B. (2008). The system of care handbook: Transforming mental health services for children, youth, and families. Baltimore, MD: Paul H. Brookes Publishing Co.
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JACKIE CHATMON, MA Crossover Xp Xpan and System of
are, Mis issis issip ippi
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ABOUT US
Project XPand (2013–2017)
SOC sites in Mississippi have modeled
Marion, and Lauderdale Counties
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To encourage trauma-informed practices among adults who support youth and young adults with mental health concerns.
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Leaders and other staff in the following child-serving agencies:
clinics and hospitals)
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Learn to identify trauma and incorporate understanding
Barriers
trauma and its impact
care
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Benefits
individuals receiving services
receiving services
from individual to individual.
development and can have long-term consequences.
use help.
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rather a new approach to the work you are already doing.
community.
least one traumatic event.
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from trauma-informed care
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2017 Trauma-informed Care Conference–550 participants
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trauma, its effects, and practices that are potentially traumatizing or re-traumatizing.
trauma-informed care and identify appropriate treatments.
screenings.
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practices like seclusion and restraint.
strategies consistent with trauma- informed care and strategies to reduce likelihood of re-traumatization.
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GOAL
AUDIENCE MESSAGE
CHANNELS ACTIVITIES, EVENTS, MATERIALS PRE-TESTING AND IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS
Your social marketing goals should help you achieve your program’s goals. Program Goal:
seek behavioral health services.
Social Marketing Goals:
with seeking services.
the importance of access to mental health services.
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Ju Julia lia Ortiz rtiz, MSW, LS LSOCX Project t Di Director Reb ebec ecca Kin Kinley, AASDT, You
Leadership Manager Lu Lummi i Nati tion, Is Ist-otel In Initi itiative e
Che Ches Whe Wheleq-sen Siam Ena Tachel Nexwilenxw, Sileng KwenKwem
(M (My In Indian peo people stand str trong, g, for
e ar are e sur survivors) )
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Grant (2008–2014)
create a Lummi Infrastructure for the community for receive a Lummi-ized framework to Behavioral Health Services.
ABOUT US
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South of Canadian Border in Whatcom County, Washington State (PNW)
what does a healthy community look like for our people?
your community? We followed a youth-guided, family-driven, and culturally- competent philosophy.
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Lummi Youth Canoe Family; Henry Island Naming Ceremony, San Juan Island, Ancestral Land to the Lummi People.
To weave the resiliency of the Lummi culture into behavioral health practices among youth ages 0–21 in order to: 1. Help young people learn and develop a strong cultural identity and resiliency. 2. Build upon this identity and resiliency to improve outcomes later in life (post-high school graduation). 3. Raise awareness of and develop a strong community wraparound support.
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Ist-otel is the Lummi word for “pulling together”—LSCOX created a visual of how that looks to the community, partners, and funders. Audiences we’ve identified include:
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Lummi in a Maori canoe: Kahakura, Auckland, NZ
Care
need for mental health services
and substance use issues
Benefits
Improved access to services for the community Better outcomes for youth and families Cost savings for the community as a whole Investment in the well-being of their community Cultural shift around perceptions of mental health and substance use
Messages: Journey to Healing and Wellness
healthy future that the client sees for themselves.
grow.
culture and history.
from within.
31 Strong Lummi Boys Singing Nilh Tilh Ne–Schalengen in NZ
They say there is more than one way to the destination …
How? We plan for the mountains and journey to the water.
stations/newspapers/podcasts
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We want our youth and families to connect with our tribal community and what it means to be resilient and culturally rooted while seeking mental health services!
treatment planning
behavioral health and Lummi Nation program/services
to cultural practices and mental health stigmas are reduced (we see this in our data collection and services numbers over the years).
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Julia Ortiz, MSW
Project Director for Lummi System of Care Expansion 2665 Kwina Road, Bellingham, WA 98226 360–312–2019 X2096 JuliaO@lummi-nsn.gov
Rebecca Kinley, AASDT
Youth Leadership Manager/Social Marketing Coordinator for Lummi System of Care Expansion 2665 Kwina Road, Bellingham, WA 98226 360–312–2019 X2403 RebeccaK@lummi-nsn.gov
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…and what do we know about them?
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GOAL
AUDIENCE
MESSAGE
CHANNELS ACTIVITIES, EVENTS, MATERIALS PRE-TESTING AND IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS
Each audience that your system of care hopes to reach will have certain barriers and benefits to reaching them. Begin this analysis by asking:
audience?
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Unawareness Basic understanding Interest Desire to learn more Full support
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Continuum of Understanding and Acceptance
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Molly lly Lopez, Ph.D .D. Texas System of f Care Austin tin, Texas
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such as expansion of 1915c and wraparound, building leadership buy-in
Texas, San Antonio, and Coastal Region
ABOUT US
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Social Marketing Goal To make it easier for youth:
Audiences
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A Tale of Two Cities: Understanding Audiences
What We Learned
Snapchat
(don’t comfort)
Community 1: Houston
schools, barber shops
council and marketing contractor
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A Tale of Two Cities: Understanding Audiences
Community 2: South Texas
juvenile justice
What We Learned
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entrepreneur, previously incarcerated in region
facilitated discussion
boot camps, detention, halfway houses, community center)
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Houston
locally
and downloaded from website
clinics and other partners
planning to use materials South Texas
He (Jason) was in my shoes. He gave me motivation. Everything he did, I did. He is the helping kind. If he can do it, I can do it.
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…that will resonate with the audience.
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GOAL AUDIENCE
MESSAGE
CHANNELS ACTIVITIES, EVENTS, MATERIALS PRE-TESTING AND IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS
Messages should:
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For Families:
young adults maintain positive mental health. For Educators:
to a supportive system of care. For Practitioners:
For Public Safety:
recidivism rates.
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…are the means through which you will reach your audiences.
GOAL AUDIENCE MESSAGE
CHANNELS
ACTIVITIES, EVENTS, MATERIALS PRE-TESTING AND IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS
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Activ ivities, , Events, and Materials…
…are what you will HOST, PRODUCE, or CREATE to carry your messages to your intended audience.
GOAL AUDIENCE MESSAGE CHANNELS
ACTIVITIES, EVENTS, MATERIALS
PRE-TESTING AND IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS
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…with your intended audience, and implementation of your plan!
GOAL AUDIENCE MESSAGE CHANNELS
ACTIVITIES, EVENTS, MATERIALS
PRE-TESTING AND IMPLEMENTATION
EVALUATION AND MID-COURSE CORRECTIONS
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Evalu luation and Mid id-Course Corrections
…ensure that your efforts are effective and allow you to adjust accordingly.
GOAL AUDIENCE MESSAGE CHANNELS
ACTIVITIES, EVENTS, MATERIALS PRE-TESTING AND IMPLEMENTATION
EVALUATION AND MID-COURSE CORRECTIONS
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