246825 Uncovering a Compelling New Identity for a SAMHSA-Funded National Grant Program

Monday, October 31, 2011

Valerie Jackson , Government Practice, Strategic Communication, Gallup, Washington, DC
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.

Learning Areas:
Communication and informatics

Learning Objectives:
• Describe social marketing principles and research techniques used in the development of a compelling program identity or “brand”. • Identify the components of and process for developing a message map for use in communicating a new identity or "brand".

Keywords: Health Communications, Child/Adolescent Mental Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I provide strategic communication counsel to SAMHSA's Knowledge, Application, and Transfer contract team and serve as a strategic communication specialist for the National Child Traumatic Stress Network as well as the Safe Schools/Healthy Students grant program. I have been working in the field of health communication and social marketing for over 9 years.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.