AIM 5

Social Marketing


This aim is focused on developing, disseminating, and evaluating suicide prevention messaging. In our FL LEADS grant, this project has a few important phases. First, we are conducting focus groups with members of one or more of the following groups: 1) Individuals with lived experience; 2) Mental health professionals; 3) Mental health service administrators. Information gathered from focus groups includes feedback on current suicide prevention campaigns, as well as suggestions for future campaigns. This information will be transcribed, coded, and qualitatively evaluated to identify main themes, which will be used to create the suicide prevention messaging. Once the messaging has been created, it will be evaluated both qualitatively (i.e., feedback from focus groups) and quantitatively (e.g., behavior change constructs). The messaging will be further refined and disseminated in several channels (e.g., social media, websites, groups), with the ultimate goal of increasing utilization of mental health services in the state of Florida.

Students U: A Web Tool Focusing on Social Connection to Prevent Suicide

A centralized hub showcasing campus clubs, groups, organizations, and local events/activities. This web tool compiles, sorts, and filters information from existing Facebook fan pages of campus groups and organization to provide a private platform for students to “shop” around for opportunities to meet people online who have similar interests. This tool was created in collaboration with social marketing specialists and university researchers.

USelf-Care Social Awareness Campaign

A campus-wide social awareness initiative informed by an initial student needs assessment survey administered to thousands of students at the University of South Florida (USF). This initial survey found that most students who took the survey had issues with stress, depression, anxiety, emotion regulation, and more. In response to these unmet needs, carnival-style games were set up as part of a campus-wide, weekly USF tradition called Bull Market where organizations promote themselves. The location was selected given that it was an area with a lot of foot traffic. Passersby were recruited by outgoing research assistants to participate in several interactive games that provided information on common myths and misconceptions about mental health and suicide, taught positive and healthy coping skills, and provided information for on-campus and community resources. Students were also able to win small prizes for participating at several tables (e.g., pens, notebooks, rulers, magnets). Those who participated in all or most of the games were eligible to enter into a raffle to win a grand prize. Grand prizes were donated by community sponsors such as Smoothie King, Jimmy Johns, and many more.

Social Marketing via Partnerships & Coalitions

We have over a decade of experience working with public and private suicide prevention and mental health coalitions aimed at guiding project planning and implementation. For instance, we have partnered with the Suicide Prevention Coordinating Council (SPCC) on two prior and one current state-level suicide prevention project to obtain feedback and recommendations, assess a community's unique needs, and also to review strategies for targeting and building partnerships with other systems to widen our reach within these communities. Across these projects, partnerships were developed with coalitions largely comprised of survivors of suicide attempts and loss such as the American Foundation for Suicide Prevention (AFSP), United Way, Federation of Families, and committees such as advisory boards comprised of stakeholders. By partnering with community members such as school boards, the Florida Council for Community Mental Health (FCCMH), and other groups, research and consumer-driven products (i.e., trainings, curriculum material, guidelines, and resources) have been developed.

Dissemination of Resources

Across several projects, in addition to direct community outreach efforts, project staff have been involved in the dissemination of family guides for youth suicide prevention, National Suicide prevention Lifeline cards, Zero Suicide kits and more. This has resulted in the dissemination of thousands of resources to members of the community.