Funds will be used to place 53 television spots on WJLA (ABC Affiliate) in Washington, D.C. and a half-page ad in the Washingtonian, and a quarter- page ad in the Washington Post Health section in March to encourage and complement campaign activities in Washington, D.C., Maryland and Virginia.* 'This effort will demonstrate the impact that advertising can have on local campaigns throughout the nation,' said Cindy Yeast, assistant executive director for public relations and communications of APA's Practice Directorate.

HOW FUNDS WERE RAISED

In a letter to its members, division presidents asked members to contribute $100 each to help extend the reach of the campaign.

'Ads in just three national magazines, along with print, radio and television spots in our pilot cities, Hartford and Denver, have resulted in some 7,000 consumer inquiries to date about how to access psychological services,' the letter pointed out. 'This clearly illustrates that we have a message the public believes, and more importantly, wants to hear.'

The letter continued by stating that this effort provided an opportunity for every practitioner to contribute to raising public understanding of the field of psychology. 'The most important act we can take to protect the public, and our own interests, is to support this campaign,' the letter stated.

*News at Press Time: A generous donation by the Association of Practicing Psychologists enabled APA to complete the advertising buy with donated funds.

Campaign Advertising Assistance

Don't miss the opportunity to double your state's advertising budget. APA's Campaign Advertising Assistance Program can provide as much as $50,000 in a matching grant to support your local advertising efforts. Call the Practice Directorate at 202.336.5910 for more information.

ASSOCIATIONS TAKE ACTION:

Innovative Activities Rolling Out in Communities

State, local and provincial associations are raising awareness in their communities as part of APA's 'Talk to Someone Who Can Help' campaign. Samples of campaign action are highlighted below.

ARIZONA

Psychologists in Arizona completed the most successful fund-raising drive ever in September 1996. The average donation was approximately $170 per donor. Campaign task forces have been set up in Phoenix, Tucson, Flagstaff and Prescott to carry out campaign strategies throughout the state.

CALIFORNIA

California practitioners partnered with local Borders Books stores as part of National Depression Screening Day for a unique community outreach effort in October 1996. The event was so successful that local practitioners hope to create a similar partnership for National Anxiety Day Screening in May.

In addition, the Los Angeles Regional Marketing Committee plans to submit a $50,000 matching grant application to APA's Campaign Advertising Assistance Program to assist with local advertising efforts.

GEORGIA

Based on the success of its radio advertising campaign in August-September, 1996, the Georgia State Psychological Association plans to launch another radio advertising campaign in 1997. The five-week campaign generated over 50 percent of the total calls from Georgia to the consumer hotline since the campaign's launch in February 1996.

MARYLAND

To target policy makers with campaign messages, psychologists in Maryland recently conducted workshops for legislators on effective ways to deal with stress. The appointment of a local psychologist to the Governor's Task Force on Mental Health will also help ensure that campaign messages reach state policy makers.

NEW HAMPSHIRE

As part of New Hampshire's outreach efforts, the campaign committee's community relations chair participated in a Town Hall Meeting on Breast Cancer which was sponsored by the American Cancer Society. APA's joint study with Blue Cross/Blue Shield provided an example of effective collaborative efforts that make a difference in health care issues to participants.

NEW JERSEY

New Jersey's Campaign Committee has designated May 1997 as Psychological Health Awareness Month. To kick-off the project, NJPA and a major hospital center are teaming up to organize and promote a health fair focused on psychological issues.

On the grass roots level, the NJPA is organizing 10 county organizations to recruit volunteers who will conduct outreach to local, civic, religious and educational organizations.

NEW YORK

The New York Psychological Association is currently developing strategies for networking with consumer, community, civic, business and health organizations and a speakers' bureau to make presentations on a variety of topics.

ONTARIO

The Ontario Psychological Association plans to launch its campaign in conjunction with its 50th Anniversary in Toronto. Press conferences will be held in several cities across the province.

TEXAS

Psychologists in Texas recently brought campaign messages to consumers by staffing a booth at a health fair held in a local mall.

Following California's lead, practitioners also partnered with local Borders Books stores during National Depression Screening Day in October.

WASHINGTON

In Eastern Washington, practitioners have created a first-ever 'Psychologists on Call' program to provide assistance to patients in emergency situations at local hospitals.

In response to expressed concerns of local employers, a WSPA special marketing task force is developing an outreach project focused on employers.