A framework for a statewide suicide prevention social marketing campaign

The goal of the California-based statewide suicide prevention social marketing campaign is to raise awareness of suicide, its causes, how to help others, and ultimately to reduce suicides. The campaign, which will reach different cultures and all ages, is funded by the Mental Health Services Act and overseen by the California Mental Health Services Authority. This presentation will describe the first year of activities which resulted in the framework for the campaign. Initial program planning activities included a literature search on what is known about suicide prevention marketing and awareness campaigns. A catalog of existing campaigns with information on any evaluations that may have been conducted was created. A random digit dial telephone survey of 2,003 Californians assessed their knowledge, attitudes and beliefs about suicide, suicide prevention and available resources in their communities. To ensure that the resulting campaign would meet the needs of counties, extensive needs assessments were conducted with county behavioral health agencies. To gather input that was reflective of the diverse demographics of California, an online forum was created that allows individuals to take polls, weigh in on campaign concepts and designs, and add activities occurring throughout the state. Together, all of these research activities informed the logic model for the campaign and initial campaign concepts and messages for the general public. Campaign activities include, among others, a media campaign, targeted campaigns, outreach to health care providers, strengthening survivor support groups, outreach to the media to encourage safe reporting on suicide, and a school-based video contest.