Looking for info on how to run an effective cause marketing campaign? Here are our 5 Ms of cause marketing along with a recent case study that was presented at the 2015 AMA Nonprofit Marketing Conference.
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
AMA Nonprofit Marketing Conference Presentation
1. A Study in Cause Marketing:
Shredding the Stigma
of Mental Illness
Presented by:
Reem Nouh, SVP, Strategic Services
Adams & Knight, Inc.
Carol Vassar, Social Media Strategist,
Hartford HealthCare
#AMANP
2.
3. MOTIVATION: What do we need to accomplish?
MARKETS: Who do we need to reach?
MESSAGING: What can we say to get them to act?
METHODS: How will we communicate these messages?
METRICS: How will we measure success?
5Ms
of cause marketing
4. Mental Illness
Source: National Alliance for Mental Health (NAMI)
Among people in U.S. . .
are disabled by severe
mental illness
44million
suffer from a diagnosable
mental disorder
5million
5. adults in U.S. have
mental health
issue
Mental Illness
live with a serious
mental illness
young people
experience a period
of major depression
1in 5 1in 20 1in10
Source: http://www.mentalhealth.gov/basics/myths-facts/
7. less than 20% of children
and adolescents with mental illness
receive needed treatment
Lack of Treatment
38% of adults
with diagnosable mental health
problems get treatment
Source: http://www.mentalhealth.gov/basics/myths-facts/
10. One-third
are homeless
10-15 percent
commit suicide
One-third
are likely to become
victims of violence
within 6 months
Source:http://www.treatmentadvocacycenter.org/resources/c
onsequences-of-lack-of-treatment/violence/1384
http://psychcentral.com/news/2014/02/26/mentally-ill-are-
often-victims-of-violence/66441.html
Even Worse
11. • Limited options
• Insurance roadblocks
• Lack of PCP training to
diagnose correctly
• Fear the stigma of
being labeled
Reasons so few get help
“Mental Patient”
“Crazy”
“Wacko”
12. Although young people with
“special needs” make up just
11 percent of Connecticut’s
students . . .
30-50 percent are involved
in bullying cases
Source:
http://www.cga.ct.gov/coc/PDFs/bullying/bullying_primer_11-
10.pdf
Bullying/Namecalling
14. Nonprofit: Hartford Hospital’s Institute of Living, Hartford,
Connecticut
Case Study
Marketing Challenge:
Make people aware of the effect their “words”
have on others when they talk about mental illness
15. Case Study
Strategy: Showcase all negative words associated with describing
mental illness . . . And show how to take action to eliminate them
from conversation
17. Stop the Stigma
Insights:
One of the obstacles to treating
more mentally ill is due to the fact
that no one talks about it if they’re
suffering from it
Don’t seek help because they’re
ashamed
Shame stems from how we talk
about this disease
18. Strategy:
Make people aware that
mental illness and addiction
are diseases
Make people aware of the
effect of their “words” have
on others….
Get people to think about the
words they use that are
discriminatory and
stigmatizing, and to STOP
using them!
Stop the Stigma
19. Call-to-action:
Urge people to “stop
the stigma”
Take a pledge to stop
using hurtful words
Actually do something
about it
Stop the Stigma
28. Stop the Stigma
Strategic audiences
Internal:
• HHC/BHN employees
• BHN clients/patients
• Board members
• Community groups
• Providers
• Mental health support networks,
including families
29. Stop the Stigma: Worldwide Edition
STS WWE: Strategic focus
Employee engagement:
• Maintain buzz about ongoing external
Stop the Stigma campaign
• Promote teamwork among the
BHN affiliates
• Spread the “Stop the Stigma”
message through our employees
• Obtain user generated content for
social media platforms (Facebook &
Twitter), BH News and future
print publications, e.g.
annual reports, etc.
31. Stop the Stigma: Worldwide Edition
Photos entered
132
Videos entered
5
States visited
26
Countries toured
16
Miles traveled in
a single trip
8,999 Most miles traveled
by a single t-shirt
19,639
34. Thank you
Tug at hearts to win over minds.
Make your tie-in more than an accessory.
Don’t just track results. Drive response!
Key take-aways:
35. Thank you
Questions?
Reem Nouh
SVP, Strategic Services
Adams & Knight, Inc.
80 Avon Meadow Lane
Avon, CT 06001
860-676-2300, x116
Reem.nouh@adamsknight.com
Carol Vassar
Social Media Strategist
Hartford HealthCare
181 Patricia M. Genova Dr.
Curtis Professional Building
Newington, CT 06111
203-974-2879
Carol.vassar@hhchealth.org
Notes de l'éditeur
Mental illness is a common health issue….Read stats
These stats break down to…
Read stats. After 2nd bulle, say…” such as schizophrenia, bipolar disorder, or major depression
After 2nd bullet say: such as schizophrenia, bipolar disorder, or major depression
These stats break down to…
Read stats. After 2nd bulle, say…” such as schizophrenia, bipolar disorder, or major depression
After 2nd bullet say: such as schizophrenia, bipolar disorder, or major depression
But far too few get the help they really need…
But far too few get the help they really need…
So we took a look at why mental illness goes untreated ….This is what we found….
Even worse…were the numbers…
We also took a look at why ….
Contributing to this last stat about young people, is the prevalence of bullying and namecalling. Just in my state of Connecticut…
So the question is how did we help a nonprofit hospital take up the cause of mental illness and start to make a difference?
Well, we summarized all these insights into one big idea that would be actionable and work across all media
What did our campaign do? We urged people to stop doing it!
We had them take a pledge to stop using hurtful words…that further victimize the mentally ill and prevent them from seeking treatment
And then we integrated a mix of marketing tactics that not only got the word outbut also worked well across alll types of media and engaged people to take action.
And then we integrated a mix of marketing tactics that not only got the word out but also worked well across all types of media and engaged people to take action.
And then we integrated a mix of marketing tactics that not only got the word out but also worked well across all types of media and engaged people to take action.
BHN Facebook page launched in May 2014, coinciding with the STS WWE internal launch. STS WWE provided user-generated content and provided a cause around which employees and advocates could easily rally.
BHN Facebook page launched in May 2014, coinciding with the STS WWE internal launch. STS WWE provided user-generated content and provided a cause around which employees and other advocates could easily rally.
The face to face “ask” proved effective, as BHN staff and volunteers hit the streets to attend forums, street fairs, high school prevention assemblies and mental health first aid classes to ask participants to sign the pledge. Event total: 38. Pledge total from events: 3961
Running from Memorial Day through Labor day last year, the HHC Behavioral Health Network provided its 2,000 employees with t-shirts, and asked them to send back photos wearing their STS t-shirts.
10,000th pledge reached on August 20 – 4 months ahead of our December deadline.