,,- ] f p , , "It's So Simple, Why Didn ? I Think Of It lvi yseir,_ : Active Marketing Strategy In Perspective

JOSEPH L. SZOKS GERALDINE SIbIONSON NELSON

Although community mental health services have been hi place for quite some time, it has only been recently that the focus on marketing those services has come to the attention of mental health administrators. This is not surprising when one considers that most mental health administrators have clinical backgrounds and, therefore, channel their energies into developing quality mental health programs. But, alas, quality alone is not sufficient to sell a product as many enterprising entrepreneurs will confirm.

Since mental health offers a "product" that addresses critical human needs, it then may be stigma that needs to be overcome if people are to understand and use mental health services to an even greater degree (President's Commission on Mental Health, 1978). The Task Panel report states that the media must be employed to inform the public about services. The effectiveness of the newspaper and medium already has been identified by Morrison and Libow (1977); and Schanie and Sundel (1978) demonstrated positive results using radio and television.

The clinicians' own bread and butter (research) was beginning to point out that just because a service is needed in a community does not result in a high demand for that service.

Plantz (1980) gives much evidence that marketing principles can be applied effectively to the promotion of social ideas and services. To be effective, promotion- al strategies should focus on the potential personal benefit to be gained. Perlmutter (1980) states that mental health promotion should focus on the total population in terms of supporting and promoting healthy functioning and social competence.

In spite of efforts by researchers to identify market- ing and promotional strategies as paramount to increasing the use of community mental health services, Dy and Kay (1980) found a search of the literature yields little regarding active and systematic marketing in mental health, although Bartlett and Grantham (1980) recognized the need for advertising the program to community board members.

Use of the news media (such as radio, newspapers, and television) is beneficial, but \Vc'alsh (1981) has pointed out that if we are to focus on the total "public" as Dy and Kay (1980) suggest, then we also must promote through different media in addition to radio, print, and television.

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Although using news media to promote mental health services seems logical from the viewpoint of the modern mental health professional, it is also a perceived role of mental health, as Collins (1981) discovered. In Collins' survey, respondents felt that the people in the community needed an increased level of information about mental health services before they would use them.

Although the need to use the news media is under- stood arid expected, the literature is conspicuously absent in terms of specific marketing enterprises that focus on the total population (e.g. recognizing that all do not listen to radio or read the papers) and geared to specific groups (e.g. bereaved family members) within the total population. This paper will offer some strategies employed by the Tri-County Board of Mental Health in relation to these ideas.

The materials focused on the 24-hour Crisis Hotlines that are funded by the board (one in each of the three counties served by the board).

There were two reasons for this decision: (1) It is probably much less threatening to people if a mental health system encourages them to call a phone service for some helpful conversation than it is if the PR materials suggest they should visit their local mental health center, and (2) While a re, tuber of people may reasonably be expected to use the mental health ccnter and clinics, almost every person in the community probably could benefit from calling the Hotline at one time or another.

All of tile new PR materials which were designcd were distributed free. In order to do this, they were created as economically as possible. This was achieved by:

�9 Designing and writing all the material at tile board office.

�9 Using inexpensive copyright-free line art whicla was purchased in booklets.*

�9 Getting permission to use donated photography.**

�9 Using dry-transfer letters and bordcrs, purchased from local art supply stores.***

�9 Making the camera-rcady copy (except for the placemat) at the board office.

�9 Using inexpensive local printing facilities.

Realizing that many women discuss their lives,

including their problems, in beauty shops, the staff designed posters to appeal especially to women and these were placed in a number of beauty shops. (The posters were designed so they also would look appropriate in other community settings in which they were to be placed, such as libraries and banks.)

The posters were small enough (11" square) so they could be put up in areas where space was limited. They were printed in black ink on a dusty rose heavy textured poster paper. A soft line drawing of a young woman with a concerned look on her face was used. The words, which encircled the drawing in a script type, said: "Worried? Call Crisis Hotline. 24 hours a day. Call 335-7148 or ask Operator for Enterprise 7160." And in smaller type, underneath the drawing: "Brought to you by the Tri-County Board of Mental Health and the Miami County Mental Health Center." (Of course these were localized for each of the three counties served by the board.)

Next, bookmarks were created, featuring cartoon- type line drawings of a man's face with three expressions: angry, concerned, and happy; the concern- ed face had a box drawn around it. The words read: "Mad? Boxed in by life's pressures? Call us. 24 hours a day. Crisis Hotline, 335-7148 or ask Operator for Enterprise 7160. Maybe we can help."

These were printed on brightly-colored heavy card stock paper and distributed to book shops, libraries, and college bookstores. Some of these also were distributed as mini-posters, in service stations, barbershops, laundromats, and on supermarket bulletin boards.

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The third project: beverage napkins for taverns and bars. These featured a cartoon drawing of a man's concerned-looking face. The text reads: "Worried? There's someone to turn to 24 hours a day. Call us. Maybe we can help." The words "crisis hotline" formed a banner that ran across the center of the design at an angle. The phone numbers were included and the whole thing was framed by an attractive border.

These were printed in bulk (30,000) in order to get an economical rate: About $360.00 for all 30,000, with 10,000 to be used in each county. The Hotline numbers from all three counties were included on the master copy and all 30,000 were printed from that text, and in this way the napkins could be used throughout the whole three-county area.

These were distributed to area taverns and bars. The reason: Although the board was not singling out the tavern patrons as having significantly more problems than the rest of the population, it simply recognized that many people frequent taverns and it is one more way of getting the message across. A low-key approach was used; the words "mental health" were never mentioned on the napkins.

(It should be noted here that this project was started small, in response to some apprehension among Crisis Hotline staff members. Initially, 2,500 napkins were distributed, and in only one county. When this did not bring a discernable increase in bizarre phone calls from intoxicated people, the rest of the distribution was continued.)

The final new project was a placemat for area restaurants.

In the past, some simple placemats with the agency name and phone numbers had been printed for restaurant use during Mental Health Month. This time, the board wanted to be more artistic. The reason: Instead of asking the restaurants to use simple place- mats as a favor to the mental health system, the board wanted to offer something beautiful that the restaurants and their patrons could genuinely enjoy.

This enabled the board to offer a benefit to the restaurants instead of only asking them to do some- thing for the board. (Dr. Thomas McCain of Ohio State University confirmed, at a recent workshop for mental health educators, that offering people a benefit is still one of the most effective ways to get them to respond positively to PR messages).****

\Vhile mulling over a possible design for the place- mat, a photo of people riding in a horse-drawn wagon was discovered, by a board staff member, in a Canadian photography magazine. A letter was sent to the

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photographer describing the proposed theme and asking if he would donate the use of his picture for the project. He immediately responded, agreed, sent back a fine glossy print of the photo, enclosed the board's release form which he had signed, and wished the board good luck with the project.

A staff member wrote some text, based on the theme: "Whatever Happened to the Good Old Days?"; the photo was featured, an inexpensive local artist sketched in some rustic wood-grained borders, and the placemats were printed, in brown ink on parchment- beige paper, at a local non-profit printing facility.

This placemat has been the single most popular PR item the board has ever used. The restaurant owners seemed delighted and one said, "These are beautiful. We will use all you can give us!"

The text was fairly lengthy as people do have time to read something like this while they wait for their food to be served. The text reads:

HAPI F..:HEO TO THE r OLD DAu ?

WItAT DI._.._D_D HAPPEN TO THOSE GOOD OLD DAYS?

It's true that some things in the past were beautiful.

The pace was less hectic.

Things were quieter.

And maybe children were different . . . more innocent.

But things weren't perfect then, either. Those horse-and-buggy rides were cold in

the winter, hot in the summer, and bumpy all the time!

There were no antibiotics, so people often perished from diseases we now survive.

In today's world, there are great educational opportunities for almost everyone.

The creative, bright kids of the present time just might invent things that will improve the world for all of us.

People are living longer, healthier lives.

Maybe it all balances out.

Of course we have every right to cherish the good things from the past and to try to re-create them in the present.

So let's see the things that need changing and try to do something about them.

The rationale that underpinned the design and distribution channels of the new PR materials was this: It is not reasonable to expect that a mental health system can reach people solely through its mental health centers or clinics, nor solely through news media

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But let's also appreciate the good things in today's world. To borrow the words of Ralph Waldo Emerson and give them a new twist: "This time, like any time, is a good time, if we just know what to do with it." Remember . . . be hopeful . . . make changes when that's healthy and des i rab le . . , savor and treasure the positive t h i n g s . . , be good to yourself and others.

Life can be good!

If you're looking for some ways to make YOUR life better, tail us. Maybe ~e can help. The TRI-(X)UNTY BOARD OF MENTAL HEALTH and the MIAMI COUNTY MENTAL HEALTH CENTER. 335-7166 or 773-9841, extension 281. 24-HOURCRISIS HOTLINE: 335-7148 or ask OPERATOR for ENTERPRISE 7160.

resources (although this board is heavily into news releases, regular newspaper columns, weekly radio programs and monthly cable television programs; all these efforts are continuing because the board believes they are critically important.)

But the board also believes it needs to get out there where people are having their hair cut, eating dinner, washing their clothes, having their cars repaired, and having a drink.

All these projects were previewed with the board after the initial plans and designs were drawn up. The board enthusiastically endorsed every project, including the one about which the staff had felt the most initial trepidation: the tavern napkins. The board members assured the staff that they realized the value of using unorthodox approaches in order to reach the maximum number of people.

No matter what the actual quantity eventually is, in terms of calls to the Hotlines, the increased visibility being achieved through these projects, among owners and managers of restaurants, beauty shops, taverns, and so forth, is, the board believes, highly worthwhile.

Another bonus: \re'bile the board believes it cannot depend solely on the news media people to help dispense mental health information, the newspapers and the radio and cable television station were extremely interested in these new PR projects and gave them good coverage, including newspaper reproductions of some of the materials.

The papers especially seemed to like the fact that this was a mental health story that could feature some new kinds of pictures (a rare event in a field where most of what happens is people-talking-to-people ,where people's right to privacy is so sacred and sensitive, and where, consequently, most photographs are of posed "counseling" sessions).

Wherever staff members have talked about these new materials and shown them to people (in newsrooms and at service organizations and clubs, especially), the board has been applauded for having the creativity (and in the case of the tavern napkins, for having the courage) to approach mental health education in this ~-vay.

But this is only the beginning. The board also realizes that there are special people with particular needs tucked away all over the community. Some examples: People who are out of work or worried about that possibility; parents with sick children in the hospital, bereaved people who have just lost a family member; families which are fatigued and disoriented after a move from one home or community to another; people who are wrestling with domestic violence; people in the throes of divorce; couples who have just applied for a marriage license.

The board and staff members have thought carefully about the feelings and needs of people in these kinds of situations and the staff is in the midst of designing projects to address some of those needs. The staff is excited about the possibilities of further innovative educational mental health materials which can be

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inexpensively created. Even though the funding is certainly not infinite, the board and staff still feel that, with sufficient imagination and energy, the prospects may be nearly limitless.

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REFERENCES * Volk Corporation, Pleasantville, tlevr Jersey.

** David Boyes, Britlsh Columbla.

* * * Letraset USA, Inc., 40 Eisenhower Drive, Paramus, ttew Jersey, and Chartpak, Times Mirror Company, Leeds, Massachusetts.

* * * * Thomas tAcCaln, Ph.D., Department at Communications, the Ohla State University, Columbus, Ohio; at a work- shop sponsored by the Ohio Department of Mental Health/Office of Education and Training, In Columbus, Ohio, on May 12 and 14, 1981.

Bartlett, D. P.; and Grantham, R. J. An Orientation and t raln- Ing program for citizen boards. ADMINISTRATION I11 MENTAL ItEALTH, 1980, 8121, 103-112.

Collins, T. F. The Media and Mental Health Education. JOURNAL OF RURAL COMMUNITY PSYCHOLOGY, 1981, 2 I l i , 4Z.45.

Dy, A. J., and Kay, g. E. The marketing of mental health services, JOURNAL OF MENTAL HEALTH ADMIHISTRATION, 1980, 7111, 21.24.

Morrison, J. K., and Llbow, J. The effect of newspaper publicity on a mental health center's community visibility. COMMUNITY MENTAL HEALTH JOURNAL, 1977, 13, 58-62.

Perlmuffer, F. What is the dlfterence between mental health prevention and mental health promotion? In Hollisfer, W. G. The relatlonshlp between mental health prevention and mental health promotion. JOURNAL OF PREVENTION, 1980, I i l 1 , 49-51.

Planfz, M. D. Salient hopes and fears: Social marketing to promote human services. COMMUNITY MENTAL HEALTtl JOURNAL, 1980, 16141, 293-305.

Schanle, C. F. and Sundel, M. A community mental health Innovation in mass media preventive education: The alferna. five prolect. AMERICAN JOURNAL OF COMMUNITY PSYCHOLOGY, 1978, 6161, 573-581.

The President's Commisslon an Mental Health. Tasf Panel Report on public attitudes and use of medla for promotion of mental health. Yah IV, Washington D.C., US Government Printing Ofilca, 1978.

Walsh, J. A. To market, to market, to sell something blg. ADMINISTRATION IN MENTAL HEALTH, 1981, 8141, 269- 274.

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BIOGRAPHICAL SKETCH ]oseph Louis Szoke is executive director o[ the Tri-County

Board of Mental Health, Troy, Ohio. Prior to becoming a mental health administrator, Mr. Szoke served as a clinical psychologist at a State Hospital and at an out-patient drug treatment clinic. He also is an adjunct pro[essor at the University o[ Dayton where he received an M.A. degree in Psychology.

Geraldine Simonson Nelson is community relations director [or the Tri-County Board o[ Mental ttealth. She received her edztcation from Miami University and "Wright State University, with [urther training [ram the Public Relations Society oJ America (PRSA), and she is a member o[ PRSA. She has had extensive experience in creating and implementing public in[ormatlon programs on community mental health.