As part of APA's campaign advertising assistance program, the Michigan Psychological Association (MPA) received a $40,000 matching grant to augment efforts to educate the public about the benefits of psychological services. The MPA plans to launch their campaign in September 1997.

Coupled with the advertising, MPA plans to intensify media and community relations during the launch. Activities the association will undertake include: a request to the State Legislature to declare September 'Psychology Awareness Month;' coordinated outreach targeted toward civic groups; special psychology-related events at local bookstores and other appropriate venues; and the pursuit of media coverage to coincide with these events, including the dissemination of press releases.

'We believe that it is crucial to support the advertising efforts with a campaign that incorporates extensive community outreach -- as well as public relations support,' said Marlene O'Neil, executive director of the MPA.

Using information contained in APA's campaign kit, the MPA has implemented a program to teach members how to heighten public awareness of the value of psychological services.

While the MPA has previously been active in bringing psychology into the public's eye, Arthur Lewandowski, president of the MPA, notes that 'the APA campaign has become the organizing force to create a critical mass where a momentum is building among our members.'

Lewandowski believes that the key element of the MPA's program is the Public Information Committee. One of the primary goals of this committee is to inform the MPA's members about the importance of marketing and advertising. he committee has set up town meetings and seminars to introduce and discuss the APA's campaign kit. 'The campaign kit provides us with invaluable tools for educating our members on the value and impact of various marketing efforts, as well as the means to implement them,' said O'Neil.

The Public Information Committee has also sought to develop beneficial relationships with members of the media. The committee has identified psychologists it feels would excel as spokespersons and is training them on the finer points of dealing with radio, television and newspaper reporters. O'Neil believes this will enable the MPA to respond more effectively when psychological issues arise in the press.

The MPA intends to use the money obtained by the grant to help finance advertising campaigns that will air on major radio stations throughout Michigan.

'The MPA is extremely excited about the 'Talk to Someone Who Can Help' public education campaign and the opportunities it provides for psychologists to educate the public on a local level,' says O'Neil. 'We are committed to making this campaign successful in Michigan.'

How Funds Were Raised

The MPA first obtained costs for advertising in key areas throughout the state and determined the total costs for four week radio campaigns in these areas. The association then set aside $20,000 -- their greatest single contribution ever -- to support the campaign.

'We figured that 200 members could each contribute $100 and we could reach our goal,' said O'Neil. 'The initial effort included a fund-raising letter mailed to all members, phone calls to key individuals designed to gather support, and articles about the campaign written in our newsletter.' Funds were also solicited at the town meetings on marketing education.

Deb VanSpeybroeck, state coordinator for the Iowa Psychological Association's (IPA) Public Education Campaign, saw an opportunity to spread the word through a good cause, and signed up her local committee as a sponsor for 'The Race for the Cure' for breast cancer. The result: a chance to distribute APA information and talk with physicians, breast cancer survivors and their families, as well as advocates and the public - about 6,500 attendees - about the importance of psychological well-being to overall health. The total cost for the event was $600.

VanSpeybroek, whose mother is a breast cancer survivor, motivated the committee to sponsor the race so they could set up a booth and disseminate information, including 1,000 copies of the campaign brochure. 'We were also able to get APA's incredibly clever, neat, professional-looking booth, which was quite an eye-catcher and set us apart from the other booths. It even has a panel that addresses breast cancer,' VanSpeybroek said. 'And it only cost us about $25 total in return UPS shipping costs,' she added.

IPA augmented APA's brochure and fact sheet on the mind-body connection with a listing of all licensed psychologists in the association's bi-state region. IPA member Mike Weger was able to get his employer, the Area Educational Association, to donate printing costs for 750 copies of each handout.

On race day, approximately 10 local psychologists (in IPA t-shirts) manned the booth in shifts, handing out all 750 packets of information. Runners also received APA's brochures when they picked up their packets two days in advance of the race. Using a creative method to measure success, IPA volunteers checked nearby garbage cans for discarded brochures. They found none.

'There were several unexpected bonuses to our participation,' VanSpeybroeck said, 'Several oncologists stopped by our booth, giving us the chance for face-to-face contact and names for follow-up. In addition, our booth was located between exhibitors for prosthetics and lingerie and a local hematology lab.' Staff from both of these organizations asked for copies of IPA's handouts and posters to place in their businesses, she added.

VanSpeybroeck also met the marketing director from the hospital that organizes the race - a contact that may result in other opportunities for community event participation.

One thing's for sure: IPA plans a repeat performance next year with more handouts and possibly bags with logos. 'This event was fun,' said VanSpeybroeck. 'It's not often that I get to rub elbows and laugh out in the sun with my colleagues.'