The Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD) provides treatment and support services to people with mental health challenges and substance use disorders and assists individuals who live with intellectual and development disabilities. Our goal was to create awareness and conversation around the warning signs of first episode psychosis and the resources provided by DBHDD by executing an eight-week integrated communications campaign, targeting 18-25 year olds and their parents, friends and teachers in Gwinnett, DeKalb and Clarke counties. We also were charged with de-stigmatizing the condition in addition to providing a course of action for this audience.
Our research effort consisted of collecting background information, including demographic information, about Gwinnett, DeKalb and Clarke counties. We then conducted social listening research on all social platforms and DBHDD social pages. Through our social listening and social media audits, we found that the DBHDD Facebook and Twitter pages were the most effective platforms to leverage to reach our target audience. We also proposed and developed a microsite containing all relevant resources, thiswaytohealing.org.
Further, we conducted secondary research on county demographics and various outlets in each county to determine the most effective way to reach the target audience.
We designed interior and exterior MARTA bus advertisements, and purchased print advertisements in prime publications in targeted counties. While working in conjunction with the DBHDD team, we helped design the microsite, thiswaytohealing.org.
With a sensitive subject matter, we centered more around educating our target audience on these warning signs and directing them to help.
We were successful in raising awareness about first episode psychosis warning signs and the resources provided by DBHDD through all channels. Our target audience not only received our messages, but interacted with our client by sharing and commenting.