Aim 5
Social Marketing
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This aim focuses on reaching individuals who may not be aware of specific suicide prevention programs or messages. “Social marketing” refers to the process of conceiving, planning, pricing, promoting, and distributing a specific message to influence a target audience. Social marketing has been found to be an effective way of reaching students, as it has the potential to promote helping resources and to educate the general public on mental health, including ideas for positive coping/self-care/gatekeeper behaviors.
Work on FL-LEADS
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.
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