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MEE conducted audience research with African American and Latina youth, living in low-income neighborhoods in Washington, DC, to identify and understand the issues they are dealing with related to mental health, especially in the areas of trauma, depression, stress and being the victim of violence, as part of the DC CARES Suicide Prevention Campaign.
The focus groups were conducted over a two-month period in 2010 and helped identify teen stressors, coping behaviors for the stress in their lives and warning signs of emotional issues. The focus group findings will be used to develop an advertising campaign aimed at raising awareness of suicide prevention programs and provide insight to service providers on ways to enhance the availability and delivery of suicide prevention services.
In 2011, MEE will develop key messages focused on prevention, to help young people navigate complex issues, increase suicide prevention behaviors and offer techniques for youth to use to support peers dealing with issues related to mental wellness. MEE's multimedia team will develop print materials, radio and social media tools and mass transit advertising, along with imagery and messages that will resonate with today's youth.
The overall goal of the campaign is to provide a better understanding of how young people are dealing with their feelings about the issues they are facing and help improve their access to crisis support services.
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