With a signed proclamation from the Governor declaring May as 'Psychological Awareness Month,' the event will feature Judith Viorst, author of Necessary Losses, as well as eight workshops dealing with issues such as parenting teenagers and new approaches to stress management presented by NJPA members.

Along with the campaign kickoff in early May, Erdman said the NJPA has mobilized its resources statewide to bring as much emphasis as possible to educating the public on the availability and need for psychological services. The New Jersey effort is part of APA's 'Talk to Someone Who Can Help' national grassroots campaign. 'Our goal is to have events statewide which bring the campaign messages to as many consumers as possible throughout the whole month of May,' Erdman said.

The local hospital has proven to be an invaluable partner in the campaign by funding advertising and publicity efforts, and co-authoring a brochure with NJPA that will be sent to more than 25,000 people on its mailing list.

The partnership with Overlook, which has given significant impetus to the statewide launch, is the result of NJPA 'Council on Psychological Health in our Communities' Chair Rosalind Dorlin's work and ongoing affiliation with the hospital. 'Nearly all of our connections have been established because our members knew someone in the community - or in this case at the hospital,' Erdman said. 'Members are our greatest resource.'

Partnerships in New Jersey are not limited to such sponsorships - they are being built at the grassroots level as well through contact with community groups, civic, religious, educational, and service organizations. To continue to build this community network and strengthen relationships between psychologists and consumers, the NJPA, through a letter to its members, and affiliated county psychological associations, is requesting that practitioners go out into the community to deliver speeches on the value of psychological services. 'This public education campaign is taking place on the grassroots level - in your own community,' the letter stated. 'Therefore, it is important to make contact with the organization in your community that you feel comfortable with... the PTA group, a civic, church or other group - whatever your interest is.'

GETTING STARTED

Once the basic campaign organization was in place, the Council prepared a proclamation and submitted it to the Governor for signature. With only a couple of follow-up phone calls placed directly to the Governor's office, May was declared 'Psychological Awareness Month' throughout the state of New Jersey. The Governor, along with other key local decision-makers in the community, has been invited to attend the launch event.

FUTURE PLANS

In one effort, NJPA is seeking opportunities to submit articles they have drafted for publication in corporate employee newsletters, including local branches of Exxon Research and Engineering, Inc., the New Jersey Education Association and others. Another effort targets community fairs and other existing events to piggyback on. New alliances with hospitals statewide are also in development.

In a memo to members, Dorlin urged the continuation of community outreach to increase awareness of campaign messages. 'As you can see, it has been a very busy year for the Council,' she said. 'Now it is time to assess where we go from here. Our volunteer network is growing daily. Our mission to educate the public should be self-perpetuating.'

BOOKSTORES NATURAL PARTNERS IN EDUCATION AND OUTREACH

Last October, people who walked into Borders Books found more than they ever expected in the psychology section. Two state psychological associations have formed partnerships with Borders Books to educate consumers on important psychological issues.

The program was initiated by the California Psychological Association (CPA) to launch its successful statewide marketing effort on National Depression Screening Day in October, 1996. In 13 Borders Books stores across the state, more than 70 CPA members answered consumer questions and discussed books on depression as well as bereavement, ADHD and the difficulty of living with a schizophrenic family member. Practitioners also conducted an evening seminar on stress in the workplace, where attendees picked up business cards and brochures.

Event planning began several months prior to National Depression Screening Day with a letter from CPA's Marketing Committee to Borders Books national headquarters. Subsequently, Borders contacted its California stores to determine their interest in providing a venue for the day's activities.

'Borders' response was very enthusiastic, and they were pleased with our proposal to provide the public with information about depression,' said Janet Hurwich, vice-chair, CPA Marketing Committee. 'Within a week of our initial contact, all but one of the California stores expressed an interest to have us staff information tables and/or provide speakers.'

Planning and preparation including a scramble of phone calls, voice mail messages, and faxes went on for several weeks. There was excitement, and occasional disappointment. 'But Borders was tremendously supportive,' Hurwich said, 'and customers ultimately responded with appreciation when they realized that we were spending time with them in a comfortable community setting. I have long been interested in the potential for providing services in unconventional settings and was pleased at how well it worked.' So well that the CPA plans to repeat their efforts - and success - for National Anxiety Screening Day in May.

Following California's lead, the Illinois Psychological Association (IPA) also worked with Borders Books to arrange for National Anxiety Screening Day events. Because Borders is structured differently in the Midwest, IPA was advised to contact local stores directly. Conversations with several store managers revealed a marked preference for 'awareness' programs rather than 'screenings.' Press releases and other publicity efforts were tailored accordingly.

'It was difficult at first,' said campaign coordinator Nancy Molitor, Ph.D. 'We contacted seven stores in the Chicago area and four immediately told us that they were not interested. From that point we spent a lot of time on the phone and then reframing our approach - each store wanted something different. But we were able to make connections with three store managers and expect to have over 25 psychologists in these stores for the May event.'

The IPA also contacted local Barnes & Noble stores to determine their interest in potential May events. Store managers were so enthused that many suggested holding 'Anxiety Awareness' events for the whole week. The stores are also looking at the potential for similar events throughout the year. 'They are really interested in the possibility of scheduling monthly talks on topics such as stress, family relations, and depression,' said Molitor. 'We hope this is the beginning of a long relationship.'