Uncovering a Compelling New Identity for a SAMHSA-Funded National Grant Program

Purpose: Child trauma—a problem so pervasive that between 75% and 93% of youth entering the criminal justice system have been exposed to it—is one of the most unrecognized public health problems, affecting millions of children and families in the United States. This presentation will outline the use of social marketing principles and research to inform the development of a brand identity for a Federally-funded initiative to address this problem. It presents the process used for the development of a message map and lessons learned in introducing the new identity nationally. Intervention: Seeking to make Americans more aware of the effects of child trauma and of Federal investments to address the problem, the Substance Abuse and Mental Health Services Administration sought assistance from Gallup to create a visible program identity. Gallup applied commercial branding techniques to develop a compelling message platform about the important work of the program. The platform, which includes a messaging goal, core message, primary message pillars and supporting messages, became the foundation for a technical assistance and training effort helping grantees to articulate what they do and describe the value of their services to audiences such as families, potential funders, stakeholders, and providers. Evaluation: Annual survey results suggest that this research-based approach to branding a public sector program has been successful in helping grantees communicate effectively about their work addressing the issue of child trauma. NCTSN grantees report improved ease in communicating about their initiative and in turn are experiencing positive programmatic outcomes especially with partner development.