I Am the Difference
Youth Suicide Prevention Campaign in Washington, DC
MEE was contracted by the DC Department of Mental Health (DC-DMH) in 2010 to develop a youth suicide prevention campaign. This four-year project was predicated on promoting positive coping behaviors and encouraging supportive behaviors by peers who have stressed or depressed friends in Washington, DC.
The empowering spirit of the campaign was captured by the slogan “I Am the Difference.” The campaign included a wide range of promotional materials, a website, prints ads, four radio ads (PSAs) and community mobilization activities which were initiated by a series of Chat & Chews with youth service providers in DC. MEE also supported DC-DMH reporting efforts by providing media statistics and other consumer reach data for submission to the Substance Abuse and Mental Health Services Administration (SAMSHA), the federal funding agency for the grant to DC-DMH.