By Rebecca A. Clay

Since APA?s Public Education Campaign began in 1995, half a million consumers have visited the campaign?s site on the World Wide Web. A whopping 10,000 have called the campaign information line, and almost 5,000 psychologists have asked for help organizing local activities. These numbers will only increase as the campaign moves into year two of its grass-roots activation phase this year, says Cindy Yeast, assistant executive director for public relations and communications in APA?s Practice Directorate.

To spur involvement in the campaign, APA has formed partnerships with state and provincial psychological associations and practice divisions. It has trained practitioners how to use the media. And it has doled out $103,164 in a matching-grant program designed to help state associations buy advertising.

The results have been remarkable, say recipients. The Pennsylvania Psychological Association, for example, reported a 456 percent increase in calls to the campaign information line after its ads started running. But, says Yeast, the campaign is about much more than advertising.

Regional, state and local psychological associations are busy devising ingenious ways to get the word out about the value of psychological services, she says. For instance, the North Carolina Psychological Association has developed a speakers bureau.

The Maryland Psychological Association sponsored a screening site at a local bookstore during National Depression Screening Day. The Nova Scotia Psychological Association developed guidelines for choosing a psychologist, then distributed a brochure about the guidelines to pharmacies across the province. And the Illinois Psychological Association hosted a campaign fund-raising event at a Chicago comedy club during the APA convention.

The outcomes of these efforts will determine what happens next, says Yeast. She adds, ?Once we get to the point where we can say, ?OK, we?ve fully implemented these concepts, and they?ve worked really well, we will go back to the drawing board and develop some new concepts and extend the campaign?s reach.??

One of the national initiatives developed recently is to encourage practitioners to get their colleagues involved in the campaign by offering a free trip to APA?s 1998 Annual Convention, Aug. 14?18 in San Francisco. For more information, call (310) 274-8787, ext. 1116.

Rebecca A. Clay is a writer in Washington, D.C.

APA Public Education Campaign is thriving through state, provincial and regional initiatives

Between July and October last year, state, provincial and regional psychological associations conducted the following Public Education Campaign activities:

Arkansas Psychological Association

? Kicked off Mental Health Awareness Week by distributing campaign brochures on the value of psychological services to consumers and participating in a walk/run designed to raise awareness of mental health issues.

Arizona Psychological Association

? Placed $40,000 worth of campaign radio ads.

? Worked with the Mental Health Association of Arizona to develop statewide programming on mental health issues and policy concerns.

? Joined a public-private organization called Arizona Health Alliance that hopes to enhance public health opportunities in the state.

? Promoted the association?s speakers bureau with ads in Arizona Psychologist and press releases sent to more than 240 media outlets.

? Established relationships with local media by distributing press releases, opinion editorials and letters to the editor.

? Sent more than 60 psychologists for media training.

British Columbia Psychological Association

? Used posters and brochures to publicize its referral line across the province.

? Planned a survey of consumers and practitioners to better understand consumer needs.

? Planned to submit a matching-grant application similar to APA?s to help fund advertising.

Colorado Psychological Association

? Sponsored a charity golf event to raise money and generate media attention for a local child-abuse-prevention program.

? Planned to work with other state mental health associations on a health fair offering screenings and education.

Delaware Psychological Association

? Co-sponsored workshops on psychotherapy with the Delaware Mental Health Association.

Hawaii Psychological Association

? Participated in two radio call-in shows on mental health parity and children?s mental health issues.

? Partnered with Borders Books to provide screenings and consumer information on National Depression Screening Day.

? Wrote letters to the editor related to the breast cancer theme on ?Murphy Brown.?

Idaho Psychological Association

? Planned to utilize the campaign print, radio and television advertising to educate consumers?specifically legislators as they are in session first quarter of 1998.

? Solicited campaign funds statewide.

Illinois Psychological Association

? Hosted a fund-raising event at a comedy club.

? Facilitated a workshop on launching statewide public education campaigns at the APA Convention.

? Partnered with Borders Books and Barnes & Noble for National Depression Screening Day.

Iowa Psychological Association

? Partnered with Borders Books to sponsor events on National Depression Screening Day and National Mental Health Awareness Day.

? Submitted two mental-health-related articles a month to a local newspaper.

? Conducted outreach activities aimed at medical centers, mental health centers, service groups and health fairs.

Kansas Psychological Association

? Planned to develop a speakers bureau.

Los Angeles/Orange County Regional Network

? Placed 126 radio advertising spots for marketing and public education. Coupled with APA?s $10,000 supplement, ad placement costs totaled $60,000.

? Placed a print ad in Los Angeles Magazine.

Louisiana Psychological Association

? Discussed public education campaign activities at the state association convention.

? Continued fund-raising efforts.

Maryland Psychological Association

? Partnered with Borders Books to sponsor a screening site on National Depression Screening Day.

Michigan Psychological Association

? Placed $40,000 worth of campaign radio ads.

Mississippi Psychological Association

? Developed report cards on local managed-care companies, which will be distributed to consumers.

? Started developing a brochure designed to educate consumers about the difference between psychologists and other mental health professionals.

Nebraska Psychological Association

? Staffed a booth at an Alliance for the Mentally Ill conference.

? Worked on setting up a media liaison network.

Nevada Psychological Association

? Conducted outreach to the police department, fire department, health department, Red Cross and a local university.

? Started planning a speakers bureau.

New Jersey Psychological Association

? Distributed campaign brochures on the value of psychological services at local hospital events.

? Worked on developing a program to teach the state highway safety patrol about ?road rage.?

? Worked on criteria to be used to measure psychologically healthy workplaces.

North Carolina Psychological Association

? Developed a speakers bureau, venues bureau and media bureau to coordinate presentations across the state.

Nova Scotia Psychological Association

? Developed brochures on how to choose a psychologist and distributed them to pharmacies across the province.

Pennsylvania Psychological Association

? Placed $32,290 worth of radio ads.

? Distributed campaign brochures to physicians, attorneys, businesses, schools and churches; made follow-up calls.

? Co-sponsored with Encore Books public forums on stress management, depression and attention disorders.

Tennessee Psychological Association

? Submitted a letter to the editor to a local newspaper about the breast cancer theme on ?Murphy Brown.?

Utah Psychological Association

? Encouraged members to get involved in National Anxiety Screening Day and National Depression Screening Day activities.

? Started working with the Chamber of Commerce to develop seminars for local businesses about the importance of psychology in the workplace.

Vermont Psychological Association

? Planned to submit a matching-grant application to APA to help fund advertising.