HeadquartersResearchProposal

Secondary Research Report
A Basic Description/History of Our Client
Headquarters Counseling Center is an organization based in Douglas County, Kansas,
that is dedicated to improving and maintaining the emotional well-being and safety of adults and
children. HQCC does this through counseling, education and informative services. Since it
opened in 1969 as a drug crisis center for teens and young adults, HQCC began to offer many
services; one of the most successful services is their suicide prevention hotline. HQCC provides
readily available volunteers who are trained on suicide prevention and listening skills. The center
is available by phone at all times, and online Tuesday - Saturday from 11 p.m. to 2 a.m. HQCC
has a website, www.headquarterscounselingcenter.org, dedicated to proving information about
the organization as well as their services.
Products or Services our client offers:
HQCC offers three main products: call, chat, and the opportunity to volunteer. Each
service targets Kansas citizens, with a specific focus on college students.
Call serves as HQCC’s number one service. With call, people who are in need of
immediate counseling may dial HQCC’s local hotline at 785-841-2345. The objective behind
call is to provide a consistent “go-to” counselor to listen in times of crisis. HQCC offers call
24/7, allowing consumers to receive counseling whenever they are in need. In 2013 alone,
Kansas experienced 426 deaths due to suicide (HQCC, 2013), an overwhelming number that
HQCC’s call service aims to diminish. An alarming statistic reveals that “19% of students 15
years old or younger who were surveyed (high school students) considered attempting suicide in
the last 12 months” (HQCC, 2013). The operators of call have endured extensive training on how

to deal with potential suicide victims. When a person in crisis calls the hotline, the individual is
connected with a qualified volunteer who will guide them in the direction of recovery.
The most recent service HQCC offers is Chat. Chat allows potential victims of suicide to
reach out through text in a chatroom instead of over the phone. The chat service operates
Tuesday through Saturday from 11 p.m. to 2 a.m., with volunteers standing by to respond. Chat
aims to target college students in their natural environment: the internet. HQCC aims to reach
students in a supportive way through a familiar medium. The idea behind Chat is that collegiate
students can seek help in a more comfortable environment.. Chat can be accessed on HQCC’s
website www.headquarterscounseling.org under the “Chat Online!” link.

The final product offered by HQCC is the opportunity to volunteer for the organization.
HQCC invites everyone with a heart for helping others to invest their time as suicide prevention
volunteers. In order to become a volunteer, one must be at least 20 years of age and have lived
apart from a parent or guardian for one year or more. Volunteers may attend informational
meetings in January, May, or August, with actual trainings being held in February, June, and
September. One may also volunteer to be on HQCC’s Board of Directors and Advisors. These
are the individuals who help manage the 25,000 answered calls per year that the organization
receives. Volunteers are not required to have any previous experience prior to joining the HQCC
team, all that is required is a passion for listening and assisting others (HQCC, 2015).
Market Analysis
Family Counseling and Crisis Intervention Services in the US – 62419
Overview
Family Counseling and Crisis Intervention Services involves the various organizations
providing individuals and families with counseling, aid, and support in their communities
(Lerman, 2014). Services are primarily focused towards social assistance accounts. The primary
actions that are exchanged within this industry include operating alcoholism and drug addiction,
self-help organizations, operating family welfare and social service agencies, operating hotlines,
operating suicide crisis centers, and providing support group services (Lerman, 2014). These
activities are broken down into key products and services, which includes self-help group
services, crisis intervention services, counseling and developmental services, and rehabilitative
services (Lerman, 2014).
There are no dominating players in this market, but there is a very low concentration of
competition. This market sector earned an annual sum of $33.5 billion in revenue, with an

additional increase in the annual projected growth rate for 2014-2019 (2.3%). A total of $1.1
billion of profit was gained altogether. 100,350 businesses are currently working in this industry
category. Family Counseling and Crisis Intervention Services operates a large amount of small
organizations. In addition, 71.8% of these operating businesses are nonprofits with an average of
four employees working. Of the products and services provided, 57.9% of revenue was generated
from counseling and developmental services, while 8.3% stemmed from crisis intervention
services (Lerman, 2014).
Trends
Crucial external factors, such as crime rate, national unemployment rate, and federal
funding for social services, all impact the rise and fall of demand for the counseling industry
(Lerman, 2014). For example, when crime rates are higher, the phone hotlines are utilized for
victims of abuse and sexual related crimes (Lerman, 2014). Market trends within this industry
predict slowing in Federal Funding, but steady demand will maintain growth. The majority of
funding is from the Federal Government.
Nonprofit Institutions
Nonprofit institutions include a diverse group of organizations that include grantmaking
foundations, social organizations, and other support groups (First Research, n.d.). HQCC
operates as a nonprofit organization, which generally means that they are tax-exempt because of
their public purpose.
“Demand is driven by the need to represent special interests or provide social services
that can’t be met by the market or government. Organizations receive nonprofit status because
their primary purpose is religious, charitable, scientific, literary or educational in nature. Their
purpose must be to serve the public a good versus a private interest” (First Research, n.d.). The

industry is so diverse that we must break down the industry into subcategories to properly
address the competitive landscape. The subcategory with the most establishments is human
services, which HQCC aligns with. “Nonprofits compete with each other for the clients they
serve. Additionally, they compete with other fundraising organizations for donors and with other
personal and professional obligations for volunteers” (First Research, n.d.).
More than half of employment in nonprofit organizations direct back to health care and
social assistances. The product and service categories include “the arts, culture and humanities,
education, environment and wildlife, health, human services, international and foreign affairs,
membership benefit, and public benefit” (First Research, n.d.).
Opportunities present in the industry today include donations via Internet and social
networking profiles. Social media engagement can potentially connect both of these concepts
together to recruit new staff, volunteers, collect donation dollars, and directly engage audiences
with their mission. Some nonprofits use professional online networks, such as LinkedIn, for
promotional use.
A medium that HQCC could find large opportunity with is Tumblr. The blogging social
media platform is a large hit with suicide prevention related hashtags and support groups (See
Appendix A).
The “It’s Up 2 Us” campaign in San Diego offers a similar approach to helping its
community in crisis.“It’s Up 2 US” is developed by the County of San Diego Health and Human
Services Agency and received funds from the County of San Diego Mental Health Services Act.
(www.itsup2sd.org, n.d.).
The multimedia tactics have raised awareness about suicide by providing multiple
resources for self-assessments, mental health care, statistics, and general information about self-

care. The intended effect of this strategy was to make it easier to talk and engage about suicide.
The social media strategy they used through Facebook also was a key success factor for their
engagement level with their audience (See Appendix A).
Target Audience
Douglas County is a prime area to promote the services of HQCC. We examined the area
in addition to analyzing general demographics. The leading causes of suicide stem from
untreated mental illness and intoxication. These characteristics are often shown in our primary
target audience, teenagers and young adults. Other causes affecting suicide include marital
status, unemployment, ethnicity, and gender. These subcategories mostly affect our secondary
audiences. In Douglas County, the majority of the population is White, with the majority of
household’s income less than 25 thousand a year. The average age is about 31 years old, with the
highest segments living single without children (PRIZM). Business Insider rated Lawrence,
Kansas, the biggest city in Douglas County, the “most hungover city in America” (Willett,
2015). There are many additional contributing factors found in Douglas County that can point in
the direction of mental illness.
HQCC’s primary and secondary target audiences are very similar. Its primary audiences
for the services are men ages 25-64, and young adults ages 15-24. We chose to focus primarily
on young adults ages 15-24. We did this because of the traditional student demographic on KU’s
campus. The secondary audiences for HQCC are parents or family members of those more likely
to commit suicide, pregnant women, volunteers, and stakeholders.
The primary audience is young adults ages 15-24 of both genders. According to the
Community Counseling Services Inc., Suicide is also the third leading cause of death for
adolescents and young adults ages 15-24 (Dombeck & Staats Reiss, n.d.). Teenagers and young

adults are more likely to abuse alcohol and other substances (National Institute On Drug Abuse,
2014). Also, this age group is more likely to make impulsive decisions (Underwood, 2013). This
public is good to target especially for the chat services, because their generation is more tech
savvy. We also chose to target them because their suicide risk is higher than other publics.
The other primary audience briefly mentioned is mostly males either White or Native
American descent from ages 25-64 (See Appendix C). According to the Centers for Disease
Control and Prevention, this audience has the highest suicide rate (CDC, 2014). Men are more
likely to commit suicide than women, due to untreated depression. This can be justified by the
masculine behavior of not wanting to show weakness. Men are also more likely to use lethal
methods, such as guns, hanging themselves, jumping off of heights, or carbon monoxide
(Dombeck & Staats Reiss, n.d.). This public is much more likely to commit suicide; therefore,
they are a prime public to target for their services. Although we are primarily targeting young
adults ages 15-24, it is important not to forget about this public in future campaigns.
The majority of the market that uses this industry’s products and/or services are between
the ages of 20-54 (58.5 percent). The justification behind these numbers are that these
individuals use the counseling services for marriage, parenting, and substance abuse. This is
prevalent in our target audience. Young adults ages 15-24 are more likely to abuse substances,
and often have more problems if they get married or get pregnant in that age range.
Knowing these target audiences is important for the marketing of these services. It will
help HQCC segment more specific areas.
Challenges
Several issues hinder the HQCC as it seeks to expand its reach and services. The most
sizable of these hindrances would be the organization’s lack of general awareness in regions that

are key to its success. Awareness of HQCC and the services it provides is quite limited within
the local Lawrence community, and the University of Kansas campus. Worse yet, awareness of
the organization on the Haskell University campus is described by HQCC staff as nonexistent.
Given that the second leading cause of death in young adults aged 15-24 in Kansas is suicide,
this is a major pitfall in promoting the organization where it can arguably be of the most use.
Consequently, the lack in general awareness of the organization leads to the services
offered by HQCC going largely unnoticed by the publics they hope to reach. In June of 2014,
HQCC began offering online emotional support chat services to the state of Kansas. Since the
service’s introduction, the number of users has been dismal. The chat service is offered Tuesday
through Saturday from 11 a.m to 2 a.m., which covers a large portion of the week. However,
time and opportunities are undoubtedly lost in the time that the chat is offline.
HQCC has recently made attempts to promote the organization and its services through
posters on the University of Kansas campus. The Student Senate supported this step, and bears
its logo on several of the posters. However, many of the posters do not have any organization
affiliated with the University printed on them, and as a result, are at high risk of being taken
down to make way for posters promoting University events. This is a major setback to the
organization, which already has limited presence on the campus.
Another issue facing HQCC is the matter of funding. The organization was given a
federal grant of 480 thousand dollars spanning a three-year period. HQCC is currently in the
third year of this grant, and is currently trying to find ways of supplementing the lack of income
it will face at the end of this year. The organization receives agency grants of 150 thousand
dollars every year. This will not be enough to replace the amount of money that the organization
will be losing with the end of the federal grant.

Overall, HQCC faces several challenges in its fight to build the awareness of the
organization and the services it offers. Helpful services such as HQCC’s chat function receives
minimal traffic due to limited perception and time windows for the service. The levels of
awareness in the local community and on college campuses are minimal, and the existing efforts
on KU’s campus are in jeopardy due to lack of University affiliation. These are fatal missteps
due to the demographics of college campuses being directly in line with HQCC’s target market.
Conclusions
HQCC’s brand faces many challenges spanning from lack of awareness to lack of
funding. While they are able to partner with other nonprofit organizations to strengthen their
brand awareness as well as harness the support of the University of Kansas’ Student Senate,
HQCC still has room for improvement.
Focus Group Report
Introduction
After evaluating HQCC through our secondary research report, Double One Creative decided to
focus on raising awareness of HQCC’s services that are available on KU’s campus. We recognize the
potential for new, innovative forms of communication for the organization and decided to further research
its co-orientation with its public, college students.This concept of co-orientation describes the attitude
change that we hope to change towards the subject of suicide, thus allowing students to ask for help more
openly. We looked at the issue of awareness from two perspectives: how HQCC views students, and how
students view HQCC. Freshmen college students are a prime target group for molding new social norms

on campus. Therefore, we believe that conducting a focus group can produce an accurate representation
of college students understanding of HQCC, particularly within freshman.
Our research focuses first on identifying what students already know about HQCC, second on
explaining HQCC’s services, third on how students now perceive HQCC, and wrapping up with practical
questions that measure a student’s probability of actually using the service.
Method
Our team’s focus group consisted of one male and three female freshmen from the
University of Kansas. Freshmen were selected as candidates through a team agreement because
freshmen face unique challenges when adjusting to life at a university. Freshman also consist of
the largest percentage of suicide victims on college campuses, which caused us to further
research their understanding of HQCC. The recruitment process was conducted by asking friends
and peers if they would be willing to participate in our study. We originally recruited 10
freshman for the study, but had issues with attendance.
When selecting questions to ask the participants, each team member submitted two
introduction, transition, and topic questions to a draft moderator guide. The team then selected
the most relevant questions and a final draft was typed and presented to each team member. The
focus group was conducted and held on Wednesday, March 11. A room was reserved on the third
floor of the Kansas Union, and the participants chose their own seats at a long wooden table with
our moderator seated between them at the end. The three female participants sat side-by-side on
the west end of the table, with the male participant on the east side. Three note takers sat at a
separate table nearby. Each participant was presented with a consent form which was verbally
explained to them before signing. The moderator was recording the conversation on a laptop,

which sat on the table directly in front of her. A cell phone was also recording and placed in the
center of the table in between all participants before the moderator began the introduction.
Introduction questions focused largely on what the students did on campus and what they
liked about the University. Transition questions were centered on how the students handled
adjusting to college life, and if they or anyone they knew had trouble making the change. Topic
questions targeted the students’ level of awareness with depression or suicide prevention services
on campus. The participants were given a background of HQCC and the services it provides.
HQCC’s new posters were held up individually by the moderator, and were then spread on the
table in front of the participants by a note taker and further discussed. The participants were then
asked how likely they would be to utilize HQCC’s services and how HQCC could best promote
them.
Participants were asked how likely they would be to volunteer at HQCC, before being
asked if they felt there was any important factor that was being overlooked. After this closing
question, the participants handed in their consent forms to the moderator, and were politely
thanked for their time and feedback by each team member before leaving. The discussion lasted
for about half of an hour. The data was transcribed by using the audio recordings and rewriting
the conversations into a document.
Findings
A few primary indications that were made following the focus group discussion included
a general unawareness of HQCC and suicide prevention, a strong nod to comforting messages in
ads, and recommendations of better places to put HQCC posters up. Altogether, the participants
have shared the experience of feeling lonely during the transition time leaving home as
freshmen. “Because you get lonely your first year here especially if you’re like from far away.

Like, I know I called my mom crying the like, ya know, it’s never that bad, but I’m sure some
people really don’t know how to deal with it.” A subtle theme emerged regarding the concern for
others’ safety that resonates well with the utilization of HQCC services. One participant said,
“For the people I know that don’t get along with people on their floor...they feel pretty isolated. I
mean they’re dealing with it, but I, I would want that service to be available if they ever felt like
that. God forbid, but."
Knowing a friend who has dealt with Depression
After the moderator asked the participants if anyone had a friend who had dealt with
depression in the past, each participant responded “yes.” Though their stories and scenarios were
different, this unanimous answer was the first indicator of the degree of “sameness” within the
group. Each participant came from different backgrounds and different places, but everyone had
known a friend who had experienced depression or attempted suicide in the past. One participant
had a friend who had eating disorders, while one had experienced multiple friends attempting
suicide. This revealed that no matter a person’s background, depression happens everywhere.
General awareness of HQCC’s suicide hotline
Two of the participants stated that they were aware that a general, national suicide hotline
existed for the purpose of suicide prevention. That said, this was not referring to KU’s campus in
particular. No further insight was obtained from the participants after this claim was made. One
participant had heard of the hotline, but said that they wouldn’t have remembered unless one of
the other participants had mentioned it.
HQCC awareness

None of the participants had ever heard of HQCC. This was an all-at-once response of
“no.” However, everyone believed that the service could definitely be used and helpful. The
participants agreed that everyone experiences loneliness during their freshman year. One
mentioned that they had called their mom crying one time during the transition, but that it was
never too bad. Another idea that was brought up was the concept of not being worried about
themselves, but others. One participant spoke of friends on their floor at the dorms. They said
that they think this service could definitely help those struggling where she lived because some
of them did not get along.
Opinions/Thoughts on current posters
The “it takes balls” poster was a turn off to all members of our group. The single male
participant claimed, “I think the it takes balls one is a little too brash” (Transcript, 2015) The
harshness and masculine undertone did not have a good takeaway. The opinion that this is a very
gendered ad was also brought up. The “get it off your chest” poster was liked across the board,
except for one participant who felt that the inclusion of “chest” and a girl on the poster could be
perceived as gendered. One participant who has experienced anxiety personally said that they
liked this one, as it feels like the anxiety really is sitting heavily on your chest sometimes. The
poster with the “when you can’t call mom” resonated well generally for the participants. The
comfort vibe of family can be familiarized with everyone, and the way that it is directing the
message was much more comfortable. None of the participants said that the posters were
intriguing enough to take down and gather HQCC contact information.

Preferences of chat VS. call
Three of the participants said that they would rather use chat, while one preferred the call
service. Reasoning for this included convenience, privacy, and the problematic sound barrier that
would arise if they were crying. They all believed that chat could still transmit the pure emotions
that were on the other side of the line. The participant who preferred the call feature said that this
was the best way because it was more personal, or like a friend. Nonetheless, the belief that the
phone service should still be utilized was unanimous.
Best ways to promote HQCC on campus
Ways that the participants thought that HQCC should communicate and implement
HQCC messages on campus included in the UDK, social media, and in areas that don’t already
have a lot of distracting posters. One participant brought up the idea of putting them in dorms. “I
live in templin, and like, there’s doors to get on every floor. You put it right there, you would at
least see it once on your way out,” a participant said. “We put flyers next to the elevators too.
There, and then we have a silver bulletin board on each side of the hallway in each wing,”
another participant finished. On each floor, on the bulletin boards, and other areas in the living
areas would be best. This was something that the entire group agreed on as well. Lastly, on the
back of bathroom doors is a good spot that everyone sees.
Conclusions
Depression and suicide often occur among college students, and we believe HQCC has
the correct tools to solve this problem. Suicide prevention is an important topic that students are
afraid to talk about, and our focus group revealed that students do want to solve the problem. If
HQCC’s services such as call, chat, and volunteer can be accurately displayed to college

students, we agree that these students will take advantage of the opportunity for suicide
prevention.
Preliminary Research Report
The J460 class conducted a survey in the week of April 27th, 2015 - May 3rd, 2015. The
survey focused on stress and depression tendencies, promotional efforts on campus, and
volunteering in the KU community.
Each individual in J460 formulated a survey that he or she believed was going to garner
the most useful data from KU students for HQCC. From these, a single survey was formed by
taking the most relevant questions from individual surveys. After the survey was formed, it
underwent three rounds of critiquing. During the critique process questions were removed,
rephrased, and reordered within the survey to optimize its effectiveness.
After collectively deciding on a final draft of the survey, the questions were loaded into
the Qualtrics website and an online version was generated. After receiving the link, our team
recruited survey participants through word-of-mouth, social media posts, email, and instant
messaging apps. A total of 231 participants took the survey, with the majority of them (n=204,
88%) being students at KU. Our group primarily focused on the findings regarding stress and
depression tendencies in KU students, particularly underclassmen, and promotional efforts of
HQCC.
Profile of Participants
More than half of survey participants (n=126, 63%) are underclassmen at KU. We define
underclassmen as freshmen and sophomore students.

Most participants taking this survey were female (n=130, 64%) and Caucasian (n=184,
91%). This data confirms the Caucasian ethnic majority in Douglas County found in our
secondary research report.
Most participants either lived off campus (n=88, 43%), in a Residence Hall (n=52, 26%),
or in a Greek House (n=51, 25%). We must consider the potentially significant figures of our
participants’ involvement in KU Greek Life (n=95, 47%). As stated above, the bulk of our
participants are underclassmen. Almost half of these participants are affiliated with the Greek
system, in which each chapter follows a set of circumstantial guidelines for housing protocol for

incoming freshmen. In whole, if this particular group is monitored through the upcoming school
year, these numbers will most likely fluctuate.
We also had an almost even mix of in-state (n=115, 57%), and out-of-state participants
(n=87, 43%), and a large variety of majors represented. It is important to note that the survey is
limited in the amount of male respondents, the junior and senior respondents, and respondents of
other ethnicities. Another significant point to remember is that many freshmen involved in Greek
Life do not live in the fraternity or sorority house until their sophomore or junior year. This
means that the participants who said they were involved in Greek Life and live in a Residence
Hall could be skewed in the upcoming year due to the large group affiliated with a fraternity or
sorority (n=95, 47%). Most students felt that an average college student deals with some sort of
depression throughout their college career (n=172, 84%). Participants said that freshman (n=124,
61%) and seniors (n=130, 64%) are the most likely to feel stressed.
Most participants understand the importance of mental health (n=138, 67%), and feel that
there is a social stigma attached to seeking help (n=143, 70%). While people feel they have
access to local mental health resources (n=143, 71%), fewer people are aware of what those
resources are (n=115, 57%). This means it is a good time for HQCC to step in further with the
KU community because they feel there is a need but don’t know where to find help. Also, it
means one of the biggest obstacles at KU is breaking through the social stigma of seeking help.
Stress, Anxiety, Depression, and/or Suicidal Thoughts or Actions
In the survey, we asked questions regarding if students felt stressed out, and when they
most often felt stressed out. We found that the majority of survey participants often felt stressed
out (n=149, 73%). Half of the participants felt they handled their stress well (n=105, 51%), and a

majority of participants felt they had someone to talk to about their personal problems (n=169,
82%).
In regard to frequency of feeling stressed out, most participants said they feel stressed
equal to or less than 6 times a week (n=139, 68%). As to what makes students stressed out, the
top three answers were Finals week (n=167, 82%), week leading up to Finals week (n=158,
77%), and relationships (n=95, 47%). Thus, most events that often trigger stress relate primarily
to academic work and relationships.
When asked if participants felt comfortable about talking about their stress, a majority
said they felt comfortable (n=164, 80%). The top three answers on who they felt the most

comfortable talking to were friends (n=151, 92%), parents (n=125, 76%), and their roommates
(n=83, 51%).
In contrast, when asked if participants felt comfortable seeking help for anxiety,
depression, and/or suicidal thoughts or actions, there were more people that answered no to this
question (n=58, 28%) than the question about feeling comfortable talking about stress (n=40,
20%). That means that 8 percent more participants felt less comfortable talking about anxiety,
depression, and/or suicidal thoughts or actions than talking about stress.

In addition to this, participants felt equally as comfortable talking to their friends and
parents about anxiety, depression, and/or suicidal thoughts or actions (n=93, 64%). The top three
answers to whom participants would rather speak to about anxiety, depression, and/or suicidal
thoughts or actions were friends and parents (n=93, 64%), Significant others (n=49, 34%) and
Siblings (n=48, 33%). Talking to your roommate was the fifth highest answer, and dropped 26

percent between talking about stress and talking about anxiety, depression, and/or suicidal
thoughts or actions.
The difference between talking about stress and talking about anxiety, depression, and/or
suicidal thoughts or actions goes back to the social stigma mentioned in the Profile of
Participants. People feel more comfortable talking about stress because people feel it is an
ordinary feeling to have. Anxiety, depression, and suicidal thoughts or actions, however, are
viewed in our society as a weakness or an embarrassment, which is why participants responded
they would rather talk to closer people, like friends, parents, or their significant other IF they talk
at all. Again, one of the biggest obstacles HQCC is going to face is breaking through that stigma.
Resources
We asked participants if they were facing suicidal thoughts and/or depression, how likely
would they utilize the following: counseling center, hotline, anonymous online chat service,
talking to a friend, or keeping it to themselves. Their likelihood of using the aforementioned
mechanisms were talking to a friend (n=162, 79%), feeping it to themselves (n=115, 56%), a
counseling center (n=92, 45%), an anonymous online chat service (n=59, 28%), and the hotline
(n=45, 22%).
We also gave participants a list of resources, including HQCC, GaDuGi Safe Center,
Willow Domestic Violence Center, Counseling and Psychological Services (CAPS), National
Suicide Prevention Lifeline, and Watkins Health Center. The top three most recognized
resources in the aforementioned list were Watkins Health Center (n=184, 91%), Willow
Domestic Violence Center (n=129, 64%), and the National Suicide Prevention Lifeline (n=117,
58%). HQCC had the lowest recognition on the list, at 28 percent of participants (n=50, 28%).
This is important to note because this will allow HQCC to create partnerships or create stronger

partnerships with the leading resources KU participants recognized, and to emulate the
organization’s promotional plans.
Also, for those who have heard of HQCC, they either heard about it from a friend (n=31,
56%) or a poster (n=19, 35%). This is also important because it shows people are remembering a
more personal approach to HQCC’s resources, and also that HQCC should continue their poster
promotional efforts.
Promotional Efforts
We asked participants a variety of questions regarding where promotional efforts on
campus are the most effective and which social media accounts are they most likely to use.
When asked which locations participants felt they were more likely to pay attention to
promotional material, the top three answers were bathrooms (n=157, 77%), above water
fountains (n= 124, 66%), and in residence halls (n=110, 54%). This means that HQCC needs to
find a way to put promotional materials in these areas. Also, a common theme is that there is not
a lot of clutter from other posters in these areas. Students want smart, creative, different, and a
little more personal and private locations to view your message. For example, in the bathroom
they are away from all other people, and could take a minute to take down the location of HQCC
or the number. When they see the poster attached to 10 other posters, most people might not see
HQCC’s promotional poster, or they might not want to take the information down because it is in
a more public area.
Participants felt that social media is more effective than on-campus promotion such as
tabling (n=139, 69%). When asked to choose which social media platforms they use, the top
three answers were Facebook (n=193, 96%), Snapchat (n=179, 189%), and Instagram (n=170,
85%). This is something HQCC can work to their advantage. Right now, HQCC wants to be

recognized on campus, and be one of the leading organizations in suicide prevention at the
University of Kansas. After making, first, a personal connection, these three social media
networks can allow HQCC to keep the conversation going. These three social networks are the
most conversational ones, which will help HQCC maintain a personal connection with students.
Conclusion
On KU’s campus, participants realize suicide prevention is a need, but participants do not
know where to find help. This window is an opportunity for HQCC to step in and become the
leading partner of suicide prevention on campus. Efforts such as emulating successful
promotions done in the past, and having an integrated media campaign including social media
with strategic poster placing can strengthen brand recognition of HQCC within KU’s campus.

Recommendations
Based on the presented information from our secondary and primary research regarding
resources, promotional efforts, and general feeling of stress, anxiety, depression, and/or suicidal
thoughts or actions, we recommend the following:
● HQCC creates a partnership or a stronger partnership with Watkins Health Center. Since
Watkins was the most recognized resource on campus, a partnership would increase
brand recognition and reach of resources.
● Study and Emulate the promotional strategies of Watkins Health Center and Willow
Domestic Violence Center. There is a reason why both of these organizations have been
able to create visibility on campus.
● Partner with Greek life, Fraternities specifically: Since the people most likely to commit
suicide are males, specifically white males, partnering with Greek life in philanthropic
projects can be beneficial for recognition in that area of people.
● Partner with Residence Halls: Students felt that freshman year is one of the most stressful
years of school. Partnering with residence halls to be included in their crisis resources
will be beneficial for extending aid to people on KU’s campus.
● “Why I Sought Help” speaker: A student or public figure coming to talk about their
personal struggles with anxiety, depression, and/or suicidal thoughts or actions could
assist in breaking through the stigma of seeking help. While we recognize it is difficult to
find someone to publicly talk about this topic based on the personal nature, we feel like
this will open the door for many students to come in and speak.
● Wescoe Beach Training Day: This would allow members of HQCC to sit on Wescoe
Beach so they would gain some visibility and train students in about five minutes on how

to deal with friends facing anxiety, depression, and/or suicidal thoughts or actions. This
would help students know the faces of HQCC, so they feel a personal connection to the
brand, and students would know a little bit about the help they would receive if they
needed it, easing students into the process of seeking help if necessary.
● Get a Snapchat, and post weekly stories. Stories are snapchats way of capturing a glimpse
of typical days in specific people, organizations, or events lives. Snapchat stories can be a
way of making seeking help or talking to someone less scary by showing people a little of
the reality of suicide prevention and who you all are.
● Put social media accounts on your posters. Links to your Facebook, Snapchat, and
Instagram should be on every poster. This way if you have to put it in a public place
people don’t feel comfortable taking down the information, they can follow you on social
media and get the information they need.
By increasing involvement on campus, partnering with successful organizations, and developing
a stronger social media presence, we feel HQCC will become a leading partner in KU’s suicide
prevention efforts.
Bibliography

Center for Disease Control and Prevention (2014). National Suicide Statistics at a Glance.
Retrieved from http://www.cdc.gov/violenceprevention/suicide/statistics/rates04.html
Data and Statistics. (n.d.). Retrieved from
http://www.kansassuicideprevention.org/Data%20and%20Statistics.html
National Institute On Drug Abuse. (2014). DrugFacts: High School and Youth Trends. Retrieved
February 16, 2015, from http://www.drugabuse.gov/publications/drugfacts/high-school-youth-
trends
Headquarters Counseling Center. (n.d.). Retrieved from
http://www.headquarterscounselingcenter.org/
How to Use Social Media for Suicide Prevention (pp. 1-45, User Guide). (n.d.).
"Pain Isn't Always Obvious; Know the Signs; Suicide Is Preventable," suicideispreventable.org
PRIZM. (n.d.). Retrieved February 8, 2015, from
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20#
(n.d.). Retrieved from http://www.itsup2sd.org/
Staats Reiss, N., & Dombeck, M. (n.d.). Suicide Statistics - Suicide. Retrieved February 8, 2015,
from http://www.hsccs.org/poc/view_doc.php?type=doc&id=13737
Underwood, E. (2013). Why Teenagers Are So Impulsive. Retrieved February 8, 2015, from
http://news.sciencemag.org/brain-behavior/2013/11/why-teenagers-are-so-impulsive
University of Kansas College Portrait. (n.d.). Retrieved February 16, 2015, from
http://www.collegeportraits.org/KS/KU/characteristics
Willett, A. K. (2015). The 25 Most Hungover Cities In America. Retrieved February 16, 2015,
from
http://www.businessinsider.com/most-hungover-places-in-america-2015-2014-12#25-denver-
colo-1

CONSENT FORM
University of Kansas Journalism 460: Research Methods Focus Group
Informed Consent for Participants
Focus Group for Headquarters Counseling Center
I. Purpose of the Project:
The purpose of this project is to gain information on the effectiveness of promotional
materials, the reach of Headquarters Counseling Center, the awareness of services and
mission. We are working with about 8 freshman college students at the University of
Kansas.
II. Procedures:
The focus group will take place once in Alcove D of the Kansas Union for 30-45 minutes.
Participants are asked to honestly answer a series of questions and honestly explain
their thoughts and feelings towards the subject. Participants will be audio recorded, but
identities will remain anonymous.
III. Risks:
We slightly touch on subjects such as depression, suicide, and suicide prevention and
awareness. This may bring up emotional memories, or trauma. All information is fully
disclosed, and if participants feel unable to answer or that the question is too personal,
they are free to not answer the question or leave the focus group.
IV. Benefits:
This focus group will assist Headquarters Counseling Center spread their message more
effectively, and better reach the people who need their help.
Participants are also getting real-world experience with focus groups and research
methods.
V. Extent of Anonymity and Confidentiality
All participants will be assigned a number at the beginning of the focus group securing
their name and information to other participants. We will not use your names on any
report we write.
Participants will be recorded by two cell phones under RJ Seidel and Rachel Asbury’s
supervision. The audio recording will be listened to by RJ Seidel, Rachel Asbury, Madi
Boldt, Taylor Patteson, and Taylor Kalush. The five aforementioned names will transcribe
the audio. The transcription will be read by our Professor, Dr. Yvonnes Chen, and our

clients, Headquarters Counseling Center. Again, no names will be used on the
transcription or any document related to the focus group.
VI. Freedom to Withdraw:
Participants are free to withdraw from the focus group without any penalty. Participants
are also free not to answer any question they choose without penalty.
VII. Subject’s Responsibilities:
I voluntarily agree to participate in this focus group. I have the following responsibilities:
1. I will answer most questions to the best of my ability.
2. I will answer questions honestly.
3. I will NOT share any information stated by other participants.
4. I will stay in Alcove D until the focus group is finished, or until 5 PM.
VIII. Participants Permission:
I have read the Consent Form and conditions of this project. I have had all my questions
answered. I hereby acknowledge the above and give my voluntary consent:
Signature: ________________________________________________________
Date: _________________
Moderator Guide
Intro Questions:
What are your majors?
Do you know each anyone else in this room from campus?

What is your favorite thing about KU?
Transition Questions:
How has it been adjusting to campus life?
Have you had any difficulties getting used to college?
Questions:
What do you think about suicide prevention?
Have you ever had a friend who has dealt with depression?
Have you heard of Headquarters Counseling Center?
Do you think freshman are more susceptible to needing HQCC’s services than high
school students or college students who have completed their first year?
What do these posters make you think of?
Would you rather use chat or call in (after explaining services)? Why?
How could we best communicate HQCC’s services to you and your friends?

Would you ever consider volunteering for HQCC?
Conclusions:
Is there anything that you feel if an important factor to this issue that we may have
missed or you would like to discuss?
Transcript
M K, yeah doing good. Yeah. So what we were kinda talking about earlier is that this is gonna be
your consent form, so it's basically just gonna outline the purpose of our project, procedures,
risks, benefits, extent of the anonymity and confidentiality, freedom to withdraw, and your
responsibilities, and your permission. So, if you guys just want to look over those and go ahead
and sign it like we talked about that a little bit earlier. 1But basically the main thing is is you guys
are always available to withdraw you have that freedom, and then just not sharing any of our
information that ***. the main things that we wanted to get across to you but does that make
sense? feeling good? wonderful.
well, thanks for being here again guys. we appreciate you you're helpful. So i guess we just
wanted to get started by asking what your majors were. and yeah, so what are your majors guys?
1 I'm an english major.
M Cool
2 Business
Business...
3 Atmospheric Science.
What'd you say?
3 Atmospheric Science
Atmospheric science? that's awesome.
3 Weather.
Weather, that's cool. Do you wanna be like a weather person on tv?

3 I want to be a researcher I want to work at the research for severe weather
M What?
3 Center for severe weather research in Boulder, Co
M That's so cool. That's awesome.
4 Well, Biology.
M That's really cool too. Are you gonna go to med school or anything like that?
4 Uh, nah. Probably maybe like getting like ____ or something. Law school..
M Law school... Also very cool. Did any of you guys know each other from campus or anything
like that?
4 No.
M That's okay, that's great. New friends, love it. Um, so, what is your favorite thing about KU?
1 Oh I'm number one so I get to answer first all the time
M Well anyone can answer you don't have to
1 well, KU basketball is pretty great.
M Yeah! Rock Chalk.
2I would say like the vibe everyone has, like everybody is excited about everything here which is
awesome.
M Totally
3 I definitely feel like a family.. I love all the events we have here Student Union.
M That's so true.
4 I think the town is pretty cool too.
M Lawrence...
4 Good atmosphere.
M It's like the number one college town in america or something. pretty cool.

3 It's the number one hungover...
M Oh, also true. Um, so how has it been adjusting to campus life. like i know how we talked about
what we love about ku, but what are some things that you think has it been good? has it been
bad? things that you've maybe been able to adjust easy to, things like that...
1 I came from a small school, so, it's been a big adjustment for me just going into ya know a really
big school. but um, it's been, that's probably been the biggest thing but it's worked out just fine
so. everybody seems pretty nice, and stuff so.
M Yep...very big school.
2 Uh, I wasn't too bad in the adjustment. I hated the heat. I'm from Boulder so, like there's no
humidity so that was rough the first couple weeks. But other than that, like I've had my trouble
finding some of my classes, which kinda sucked cause I was like running around like an idiot. But,
i don't know.
M Let's go to the parking garage?
3 Probably dorm life. Like dealing with... I had a terrible roommate last semester, she's gross. But
yeah, living in like a small space with somebody new and then i also moved up up here from
florida so. just seeing, being away from like my family and everybody.
M Very true.
4 I think school itself got hard. Just like, I have to try now.
M Yeah.
4 High school was so easy.
M See, do you guys feel like high school was easy?
2 Um, actually i would say my senior year was harder than this year.
M really?
2 yeah, but my school was just pretty serious about academics. So.
3 Same. And it's been probably at least on par, if not easier this year.
M Mhm. Gotcha. Anything else?
4 There's parts that are easier, parts that are harder. Depending on which classes, and they were
easier than my english class last year. Like math classes have been actually easier cause I did AP
math.

M Oh wow. Awesome though good for you. I love that. Well i think with the transition to college it
can definitely be a difficult experience but it also can be an awesome experience at the same time
so. Um actually we're gonna focus on the more difficult aspects on the transition. so i guess we
are going to ask if you have ever had a friend who has dealt with depression...
ALL Mm, yeah.
M Can we delve a little deeper into that, if you want to.
1 Um, one of my best friends from home deals with depression or she has since like middle
school. And like I've always known it, but i don't really know like much about it because when i,
like when we do talk about it, it's like when she's in a good place. So, i don't really know how to
like help her. But like I don't know.
M Yeah.
1 I've been there for her.
M That's awesome.
2 Yeah, similar to that. I, one of my good friends from high school she had uh some depression
and uh and eating disorders and stuff like that that she dealt with, but she had some pretty big
denial issues with it for a while and then. but then she like would tell me only like the parts when
she'd be like feeling better. she'd be like oh i was so bad back then but i'm better now. so you
know, i never really saw her at a low but.
M yeah, definitely. anyone else?
3 I've had several friends unfortunately dealing with depression. one of my friends attempted
suicide a couple years ago. so.
M wow, i'm so sorry.
4 I had a buddy who uh it kinda like like he sorta started showing after he went through this like
epically bad break up with his girlfriend and so they dated for like 8 months or something. so
there's that, and then like his parents were like contemplating divorce or something. and he was
going to uh school like away from all of us so he was like on his own.
M yeah
4 like four hours away. so he like i he seemed like depressed but i guess he like started drinking?
with it? so he like came, became basically an alcoholic for a while. and then he said he like almost
had like a run in with the cops or something like somethin like i kinda just set him straight, and
he's been better now. he's been focusing on baseball, he's a baseball player. he's been focusing
on baseball again and getting back in his groove so i think hes like doing better.

M Good, i'm glad to hear that. well, i think that depression can be hard to deal with. so i guess our
question is what have you guys heard about suicide prevention either like on ku's campus or just
if you've ever heard about it...? or just anything like that in your lives?
2 um, there's always the suicide hotline. i don't know the exact number but i'm sure if you googled
it but. yeah, that's all i got.
3 there's a transgender suicide hotline now. yeah, they just started that. and that's really cool.
M good.
4 At um, at baker university i got another friend who goes down there and they had a kid who
committed suicide earlier in the year.
M wow
4 and he said they like put posters up. like free hugs, or something like that. something like silly
thing, but that's like what they want.
M totally
i guess something else ..... ** put you in a mental hospital for a few days....
M i didn't know that..
1 i haven't heard much about it.. like at ku all i know is that the suicide hotline but like i didn't i
didn't actually remember until she brought it up but i have heard about that before so
M have any of you heard of headquarters counseling center?
ALL no.
M it's a little bit different. well basically what headquarters counseling center is is basically it's a
place you can do three different things, they have like a hotline like you were talking about and
that's called call and so it's just basically for people in kansas that are dealing with suicide
prevention and just need someone to talk to. and they also have another feature called chat where
you can like, kinda like aim, back in the day, and you can chat in, so it's not so just on the phone.
it's a little bit more like on a medium that we are used to chatting online and things like that. and
then they also allow people to volunteer in order to be people that will be on the phones for
others, and be there to assist them.
M so, do you think that freshman are going to be more susceptible to needing HQCC's services
than high school student or college students who have completed their first year?
M let me rephrase them. do you think that freshmen would be susceptible to this the service and
actually use it if they were more aware of it:

2 yeah, because you get lonely your first year here especially if you're like from far away. like, i
know i called my mom crying the like, ya know, it's never that bad, but im sure some people really
don't know how to deal with it.
M yeah, definitely. any other thoughts about that?
3 I call my mom everyday.
M You do? i love that.
1 No i think definitely should be um, more well known just cause like i mean i've got a great group
of friends at my dorm and stuff like. but like, um, like for the people i know that don't get along
with people on their floor.. they feel pretty isolated. i mean they're dealing with it but i, i would
want that service to be available if they ever felt like that. god forbid, but.
M No definitely. any other thoughts? those were great thoughts.. ok so i just wanted to get ya'lls
opinion on some of these posters. so this one says get it off your chest and it has like anxiety,
depression, relationships, and suicide. and this is the headquarters local logo and it says we're
here to listen.... then i'll show you another one; it takes balls to talk about your feelings. we're
here to listen free confidential 24/7 crisis counseling. basically it just gives you some information
about and headquarters counseling center. and then it says when you can't call mom we're here
to listen. and it, again it says it's confidential and free for 24/7... and then yeah. so, of these
posters what were some of ya'lls reactions to them?
ALL mm...
M go head... you liked which one?
3 the first one..
M the um get it off your chest and when you can't call mom? how come you liked those
3 something everybody says when you can't call mom.. like it's something that you can't like tell
your own family then you have someone else to turn to..
M Mmhm. that's so true.. i love that.
4 i think the it takes balls one is a little too brash..
M you think so?
4 yeah
2 yeah, I think both of these two are both really gendered. like this one is only like the whole balls
reference. not like only guys, like not only guys, but that's what it seems to appeal to. like get it off
your chest is like a girl in a tank top. so like i don't know, like get it off your chest... i like the mom
one.

M you like the mom one
1 i like the mom one and the... and the get it off your chest. cause i don't know. being actually kind
of, i didn't really think of it as a gendered thing um. cause i deal with some anxiety stuff so it
sometimes does feel like it's like right on your chest. so like getting it off. and that so that one
appealed to me. i get , i get the it takes balls thing cause like guys don't like talk about their
feelings or whatever, stereotypically whatever i don't know, so since i'm not a guy. but um,i think
that does seem a little brash. I personally, i don't know... that obviously wasn't meant for me.
M Uh huh. any other thoughts about the posters?
4 get it off your chest is common? it's like easy to work with.
M yeah, yeah and what you said about the thing about the weigh on you. that's why it was a good
connection.
R Would you, would any of you stop and look at any of these posters if you saw them on campus?
??** yeah
1 i'd look at... the one with the person on it. Because it actually has a picture. I don't know.
M yeah.
1 it's the only one my eyes are drawn to, i don't know why but. instead of just words.
R would any of you feel people would get offended with the um, balls one?
4 I don't know offended, i'd say like, it's kinda a turn off or a sign like you don't want people to pay
attention, like you said, cause it takes balls to talk about your feelings, that's like, uh, okay.
2 just like makes it seem harder... like these people are already having a hard time. like, and make
it sound like, just like, oh, it's this manly tough thing to do. i don't know, instead of like more
comforting.
M totally.
3 like, yeah. you don't have the balls to do it, so that makes you feel even worse on yourself. i
don't know. and i think i know people that might get offended... but. um, one of the recent things is
in the counsel they have um each floor is going to have a theme.. and somebody brought up like
superheroes, and somebody brought up like oh you know only female superheroes are like not
even real superheroes. umm....
M maybe not..
3 the only like female comic book character that i can really think of is .****** ??

4 she's a bad guy.
3 no, all i said it ****
4 oh
M so it's ok
1 i do like though, like if they all three were on the wall. i don't know, i'd probably look at that one
first, but i would read these just cause it's like why is mom on the wall? you know. i feel like
mom? what? so. and then, i don't know. and something different that's not usually.. since most
posters seem to have people on them, it might be easy to glaze over the poster.
R if you saw the poster would you look at them and read them? or would you take down them...
like do you feel like these posters inspire you to take down the information?
ALL no...
M no?
??* it also just like is not in a place to need that information.
M yeah
??* i like that the number is bigger on that one cause i can't even like find the number on this one.
is there even a number on this one?
??* and like this one's i don't know. this one.. that one's like look it's an easy number.
M it's definitely... okay so you remember when we were talking about like the call, the chat, the
volunteer those are just services that they offer. so would you guys rather, if you were in need of
this, use call or chat to communicate and why?
3 I'd use chat because i hate talking on the phone.
M mhm.
3 and then also i wouldn't want anybody to overhear. and if it's on chat, i can quickly just shut my
laptop.
M yep. yep.
4 i'd say chat. just like, less complicated than a phone call.

1 Probably chat, just cause i feel like if I was i in this situation i would cry, and like it's easier to
talk to someone if you're not like actually like.. like make it so you can't speak anymore. cause
you're crying.
2 i'd probably use call just cause like that's more personal i guess. like i'd rather you know? just
cause if i was going to talk to a friend about it, it'd be like in person. or.. cause like we talk, instead
of getting... i don't know....
M do you feel like even though it was typing you would still be able to communicate what you're
saying.. even if it wasn't over the phone?
2 i think so.
1 i still think there still should be the phone option though. because like so much is, like, if you're
on the other end and you're trying to listen to the person having troubles, i mean you don't want
to misinterpret something that they say. so. and like i like having the phone option too.
M okay, so how could we best communicate HQCC services to you and your friends?
ALL Social media.
M social media?
1 Um, i would say put it in like the newspapers that they handout on campus like before basketball
games and stuff. or like, everyone reads them while they're waiting for the game.
2 yeah, um.. put em like yeah in the newspapers or on the KU instagram, or the KU um facebook
or whatever. cause like everybody's like.. you're on that, you probably follow those two. and then
also there's like i don't know, there's like a mailbox going up... daisy hill right that's front of
jayhawk towers. and currently it has something for it's got like a weird pick up line, cause it's
something about valentine's day or something i don't know. but i see that walking up the hill all
the time. so.
M so just places where you walk past alot?
2 yeah, and places that don't have a bunch of other posters. cause if it's got a lot of posters, its
just like.. ehhhh. Like i try to look at those, but it's way too much. Flyers in the dorms would be
really good.
4 Chalk's a pretty good one. like sidewalk chalk. like i always read those.. always..
same
rock chalk. haha...

3 if you can put them like i dont know if its like this in all of the dorms, but um, i live in templin,
and like, there's doors to get on every floor. you put it right there, you would atleast see it once on
your way in and out.
totally.
3 we put flyers next to the elevators too. there, and then we have a silver bulletin board on each
side of the hallway. on each wing.
M cool. that's awesome.
3 bathrooms.
M oh yeah.
yeah like in the stalls.
you read the back of the stall all the time, so.
put em on the health, newsletter that comes out. cause, i sit and read that if i can *** ?
M true.
so true. i think that's a really good idea. any one else? okay. would you guys ever consider
volunteering for HQCC?
3 yeah.
2 yeah.
1 i would need to know more about what it entailed, cause i don't know, i feel like it's such an
important job to like help people in these situations, i wouldn't want to mess it up. so, like, if they
had a volunteer training or something like i would consider going through that and stuff.
M they do actually have a training that you have to go through so that's a good thing to know.
what makes you guys want to volunteer?
1 i like the idea of helping someone, but also i feel like i wouldn't be able to cause i've never...
like.. dealt with depression or anything, so i wouldn't relate. so like i don't know how i would really
help.
4 i feel like. oh i'm sorry.
1 you're fine

3 I feel like some, like, they wanted to talk, it wouldn't be hard to sit down and listen. keep opening
up and stuff... like it wouldn't be like, it wouldn't be too bad. I mean i have dealt with stuff with that
before like with my friends my ** and me, i would be able to help i think.
M yeah, definitely. wonderful. is there anything you guys feel that is an important factor to this
issue that we may have missed or something you would like to discuss just about HQCC in
general? and that stands for headquarters counseling like we talked about in the beginning.
anything else? are there any questions that any of you have about headquarters counseling
center?
4 is it like all non profit and stuff?
M mhm.
4 that's all i can think of. i don't know. i feel like sticking with like a comforting like nurturing kinda
thing like mom.. uh.. or something like that might be better.
M cool.
4 not it takes balls.
3 it seems more comforting when.... *** imperative it's telling you to do it.. and that one's rash..
and that one's yeah... not appealing like if you don't have your family ***
M totally. alright friends any more questions from you guys?
nope? okay well that's all i have for you guys. so that's it. ya'll rock.
NOTES
RJ
· Have heard hotline-that’s all 2.Trans-gender hotline 3. Hasn’t heard much-scarcely
remembers hotline
Have you had a friend who has dealt with depression?
· All yes, some with eating disorders. Bad then/better now. One attempted suicide
· Likes get it off your chest, call mom. 2. Mom one is the best. 3. Should be utilized. Want
others to be aware.
· All would use chat. 1. Would use chat, they’re probably crying. 2. Call, able to convey
easier. 3. Would use chat, hates talking on phone, chat more private.
· 1-UDK 2.UDK 3.Social Media/Dorm posters. Social media, traffic locations on campus,
dorms, bathrooms
Would you ever consider volunteering for HQCC?
· I would need more info for important job. I would like to help but I haven’t been in their
shoes so I wouldn’t understand. 2. Yeah 3. Personal experiences.
CONCLUSIONS

Is there anything that you feel if an important factor to this issue that we may have missed or you
would like to discuss?
· 4. Sticking with “mom” vibe would be best. 3. “Mom” is most appealing
NOTES
Rachel
· Knows about hotline, doesn’t know number. Transgendered hotline. Free bugs at Baker
Have you ever had a friend who has dealt with depression?
· Pt. 2 Does not know much, everyone looked general down when talking. Head nod first.
Do you think freshman are more susceptible to needing HQCC’s services than high
school students or college students who have completed their first year?
· Get lonely, call mom crying, should be well-known
· Pt. 3 Likes chet off your chest & cant call mom
· Pt. 6 Balls is brash
· Pt. 2 Likes mom one, thinks chest one doesn’t work
· Pt.1 Seems a little brash
· Chat seems easier
· Social media, newspapers, before games, KU social media, stickers on places, fliers in
dorms, chalk
CONCLUSIONS
Is there anything that you feel is an important factor to this issue that we may have missed or
would like to discuss?
· Rather have comforting message.

HeadquartersResearchProposal

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