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APA Public Education Campaign Update - January 1997
Public Relations and Communications
Practice Directorate
For more information: Contact Us
ARIZONA AND NEW HAMPSHIRE KICK OFF STRONG STATE CAMPAIGNS
State and local associations across the nation have launched local campaigns
to complement APA's 'Talk to Someone Who Can Help' campaign. Arizona and
New Hampshire Psychological Associations have each found a unique way to
implement the campaign locally.
Both states have made excellent use of the success of the initial
advertising campaign and the independent survey commissioned by APA to
determine public perceptions of mental health care.
In a letter to its members last fall, the Arizona association launched
a fundraising drive aimed at raising $150,000 through minimum contributions
of $250 per member to allow them to take the advertising campaign to consumers
of psychological services throughout Arizona. Opening the letter with 'If
it could happen to psychologists in Denver, it can happen to you,' the
Arizona association cited the tremendous success of the advertising campaign
conducted in Denver, one of two pilot cities.
New Hampshire has focused its initial efforts on outreach to physicians
and state and elected officials by sending letters and brochures for waiting
rooms to family physicians and inviting 400 state representatives to a
spring workshop on gambling addictions prior to the state's consideration
of expanding gambling in that state.
The efforts of both states are aimed at raising awareness of the
benefits and availability of psychological services in their respective
states. Arizona has informed its members that it also plans to apply for
an APA matching grant, which, if successful, could mean matching funds
of up to $50,000 for the state advertising campaign.
In addition to its direct mail campaign, the New Hampshire association
will appoint one psychologist from each region of the state to serve as
public education coordinators, and the association will sponsor a three-hour
training session with specific follow-up such as letters to the editor
and local physician contact assigned to each person who attends. The New
Hampshire association is also inviting physicians to attend a series of
educational workshops which focus on the connection between physical and
mental health.
Following a significant fall launch to their state campaigns, Arizona
and New Hampshire are both poised to continue through 1997 with their campaign
plans.
APA OFFERS MATCHING GRANTS FOR CAMPAIGN ADVERTISING
A special campaign assistance program to support APA's national public
education campaign could mean as much as $50,000 in matching grants to
state and local associations and divisions who purchase advertising as
part of their overall campaign strategy.
The grants are part of a foundation strategy of the APA public education
campaign to assist with campaign activities at the state and local levels
that complement other campaign activities. To be eligible to participate
in the Campaign Assistance Program, psychological associations and divisions
must prepare and submit to APA a detailed advertising plan including program
description, timeline and budget, and must report results of their respective
campaign activities.
'Because advertising is such a critical, yet costly, aspect of our
public education campaign, we felt these matching grants would spur local
fundraising efforts and enhance the overall effectiveness of the local
campaigns,' said Cindy Yeast, assistant executive director for public relations
and communications of APA's Practice Directorate. 'However, to be approved
for the grant, local associations must demonstrate that they are implementing
at least two other campaign activities to support the advertising placement
and further reinforce the impact of the campaign messages.'Yeast said these
activities include but are not limited to community outreach and media
relations programs.
If a psychological association or division meets all program requirements,
APA will match funds raised by the organization for the purpose of purchasing
placement of APA public education campaign advertising. Although Yeast
noted funds would be matched up to $50,000, the average matching grants
are expected to be between $15,000 and $25,000. A total of $300,000 has
been made available by APA for the 1997 grants.
The Campaign Assistance Program will begin allocating funds on February
1, 1997. For more information contact Tricia Alvarez at APA Practice Directorate,
202.336.5910.
CALIFORNIA AND TEXAS PSYCHOLOGICAL ASSOCIATIONS MEET CONSUMERS THROUGH
PARTNERSHIPS WITH LOCAL BOOK STORES
Psychologists in California and Texas met consumers on their own turf in
October by partnering with Borders Book Stores during National Depression
Screening Day for a unique community outreach effort.
Over 70 California psychologists met with consumers in 13 Borders
Book Stores across the state for a public education effort that representatives
of both states say they will expand in 1997. 'This effort was initiated
in the spirit of the public education campaign,' said Karen Judge, director
of communications and marketing for the California Psychological Association
(CPA). 'Members were enthusiastic about being involved in a community outreach
effort and connecting with local businesses.'
According to Judge, Borders Books is on board for next year as well.
'This is just the beginning for us. We plan to continue these types of
outreach efforts and hope to establish new partnerships with other entities
throughout 1997,' she said.
The CPA program, which resulted in 10 media requests for interviews
with psychologists, was called a tremendous success by its members who
have already initiated research into other partnering areas.
David White, executive director of the Texas Psychological Association
(TPA), said his state association plans to take their efforts a step further
in reaching consumers by seeking partnerships with malls throughout the
state. 'This year's efforts laid some significant groundwork,' White said.
'Everyone who participated felt that this was an important step toward
educating the public on the value of psychological services.'
Psychologists in both California and Texas agreed that the success
of the joint effort with Borders Books was two-fold: it was an excellent
way to facilitate dialogue with consumers and local businesses; and it
provided a forum for psychologists to network and share ideas with others
in the field.
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