GW SPR Master's Thesis/Capstone - Communication Plan for IAVA - PowerPoint PPT Presentation

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GW SPR Master's Thesis/Capstone - Communication Plan for IAVA

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Narrated PPT in support of communication plan for Iraq and Afghanistan Veterans of America (IAVA). Group thesis/capstone of master's degree program in Strategic Public Relations at The George Washington University. – PowerPoint PPT presentation

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Title: GW SPR Master's Thesis/Capstone - Communication Plan for IAVA


1
Removing the Stigmas of Mental Health Campaign
for
Submitted by Amelia Folkes Kaly Godfrey Bill
Madway Gina Marie Santore Maureen F.
VanDeHoef February 17, 2013
GET HELP. START HERE. IAVA.
2
Organization
  • Largest Organization for Iraq Afghanistan
    Veterans
  • Mission
  • To improve the lives of Iraq and Afghanistan
    veterans and their families
  • Accomplishments
  • Passage of the Caregivers Act
  • Advocate of Veterans Crisis Line
  • Connected 20,000 veterans with
    mental health support

3
Issue Analysis
  • Veterans Avoiding Mental Health Treatment
  • CRISIS A veteran of Iraq or Afghanistan commits
    suicide once every day
  • Stigmas of mental illness prevent veterans from
    seeking treatment
  • My career in the military will be damaged
  • Im STRONG I dont need help
  • How can THEY know
  • what WAR was like?
  • the HELL Im going through?

4
Situation Overview
  • IAVA Wants To Be First Place Veterans
  • Turn to for Help
  • Positive Factors
  • Cultivated large base of allies and partners
  • Military urgency for veteran mental health issues
  • Challenges IAVA Faces
  • Limited funding
  • Dwindling federal resources
  • Publics misconceptions

5
Campaign Goals
  • Primary Target Iraq/Afghanistan Veterans
    Families

6
Campaign Objectives
  • Mental Health Campaign Milestones

7
Campaign Strategy
  • Removing the Stigmas of Mental Health
  • Clarify
  • Myths, misconceptions, and stigmas veterans
    associate with mental illness, and build
    Awareness
  • Amplify
  • Messages using peers, experts, and other credible
    sources to increase Acceptance
  • Magnify
  • Effect of messages by partnering with
    organizations to drive Action

8
Key Messages
  • Using Facts Emotion to Change Minds
  • and Behavior
  • Overarching Theme
  • Wounds of battle are sometimes not visible to the
    naked eye
  • The first step to overcome your wounds is to
    understand the signs of mental illness
  • Have courage and ask for help
  • IAVA is your first step

GET HELP. START HERE. IAVA.
9
Tactics
  • Local Outreach Peer-to-Peer Action
  • Build Awareness - Engagement and Education
  • Veterans Day kick-off events in target cities
  • Mental health awareness nights, town hall events
  • Be visible at military graduations
  • Breakdown Barriers to Acceptance - Media
    Outreach
  • Pitch events to local media
  • Expand Facebook presence
  • Leverage Advisory Council
  • Drive Action - Promotion
  • Direct mail campaign
  • Movie theater ads

10
Timeline
  • Two-Year Campaign

Evaluation
Produce messages, materials
Continue campaign
Research to refine messages, tactics
Launch campaign
11
Evaluation
  • Was Our Plan Effective?
  • Measuring Results - During and After Campaign
  • Outputs
  • Outtakes
  • Outcomes
  • Broader Questions - Value of the Campaign
  • Did we make a difference?
  • What did we do for IAVA
    as a whole?

12
Removing the Stigmas of Mental Health Campaign
for
Thank You Amelia Folkes afolkes_at_gwu.edu Kaly
Godfrey kaly.godfrey_at_nellis.af.mil Bill Madway
wmadway_at_wharton.upenn.edu Gina Marie Santore
gsantore_at_camdencounty.com Maureen F.
VanDeHoef mofitzy_at_gmail.com
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