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In kicking off the second year of the
suicide prevention campaign for the Washington DC Department
of Mental Health, MEE's Creative Team has developed two
potential campaign slogans based on key themes uncovered
in 2010's audience research. Based on these slogans,
the team will create print materials and radio ads that
will be disseminated in Washington DC once the campaign
officially launches later this year. All of the messages
and materials will be focus-group tested with the target
audience (primarily teens and youth) in DC before they
are finalized. MEE will also create print materials customized
to reflect the demographic profile in various DC wards.
Other campaign supports include pages for a Website,
based on the campaign "look-and-feel," for consistency
and branding, along with two pages for Facebook, to leverage
the primacy of social media use among today's generation.
In addition to radio ads targeting youth, MEE will also
create ads targeting parents and other community adults,
increasing awareness of ways to support adolescents who
are struggling to navigate the challenges of their teen
years.
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