Company: Avera Health, Sioux Falls, SD USA
Company Description: Avera is a health ministry rooted in the Gospel, our mission is to make a positive impact in the lives and health of persons and communities by providing quality services guided by Christian values. Avera, a seamless health system based in Sioux Falls, SD, offering top-quality care to a population of nearly 1 million throughout a geographical footprint of 72,000 square miles and 86 counties.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Healthcare
 Nomination Title: Ask The Question - Suicide Awareness PSA Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 1, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 215 words used.
This project set out to raise awareness and help prevent suicides through a public service campaign called Ask the Question. We wanted to provide widely available resources on the topic of suicide, open the conversation on this topic, and direct people to where they can find help, including visits to Avera Behavioral Health Urgent Care and calls to the assessment line. In 2016, the Avera Behavioral Health committed to the Zero Suicide Initiative, a program with the goal of reducing suicides to zero through use of a set of tools. One important tool is screening and assessment in our clinics and emergency departments because this provides an opportunity for patients to self-identify suicidal ideation. Avera Behavioral Health experts shared that research shows that simply asking the question can open the door to open and honest conversations. Conversations then began: How could we take this potentially lifesaving and preventive message out to the public so that anyone who’s concerned about a loved one, friend or colleague can “ask the question.” Asking directly if someone is considering suicide has shown to be effective in reducing the risk of suicide. The idea that resulted was a public service campaign that launched during September of 2022, coinciding with National Suicide Prevention Month, and then continuing after the holidays.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 204 words used.
With the help of behavioral health experts, Avera Marketing staff began developing numerous materials that shared warning signs of suicide, what to do, resources to contact and how to “ask the question.” Materials created included: A new web landing page where people could go for information and downloads at Avera.org/AsktheQuestion; print and digital ads; posters and flyers; billboards; social media content; news release; blogs and stories; TV animation commercial; magnets and stickers to be placed in public venues; event center graphics; coffee cup stickers; downtown banner; messaging for high school intercom announcements; letters and emails to employees, physicians and partnering organizations including schools; and internal messaging. Marketing staff collaborated with Avera’s Zero Suicide group, the 211 Helpline, school counselors and other key audiences to create meaningful patient education toolkits for physicians and the public. Marketing asked the Avera Foundation if they would be willing to raise donations to fund this campaign; they wholeheartedly agreed and raised over $150,000 in a matter of days. The giving began with a lead gift from Avera President and CEO Bob Sutton, who with many others recently mourned the loss of friend and Avera board chairman to suicide. Fundraising covered the entire budget of the campaign.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 246 words used.
The campaign launched Sept. 1, 2022, with phase 2 running November 2022 through March 2023. Alongside this campaign, Avera took part in key partnership opportunities, including as lead sponsor of the 437 run across South Dakota for suicide prevention and to raise funds and awareness for the 211 Helpline. As day sponsor at the South Dakota State Fair, Avera had information available on Ask the Question. PR efforts and pitches resulted in over a dozen media stories. Paid social media featured advertisements and video content. From the day this campaign launched it has surpassed all goals. An overwhelming takeaway is that people, no matter their age, are hungry for tools to help prevent suicide. The following metrics from Sept. 1 through Dec. 20, 2022, illustrate the sweeping success of this education and information campaign:
- 6,500 pageviews on Avera.org/AsktheQuestion with 477 downloads of patient education, 662 video views, 2 million total impressions and 5,171 clicks/swipes
- Geofenced high schools and universities = 524,085 impressions and 1,489 clicks
- SnapChat paid = 199,921 impressions; 2,611 swipes (1.31% swipe-up rate)
- Google Ads = 169,715 impressions; 694 clicks
- Spotify Ads = 93,572 impressions; 61 clicks
- YouTube videos: 245,519 impressions, 999 clicks
- Facebook/Instagram paid = 46,412 impressions; 694 clicks
- Blogs on Avera.org/Balance: 1,441 pageviews
- Organic social media: 10 total social medial newsfeed posts with 1,034 total engagement and 23,812 total reach.
- And more noted in supporting PPT
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 83 words used.
In the supporting documents you will find screenshots and links to many of our PR stories. You will also find screenshots of internal and external communication emails sent to over 17,000 Avera employees and 5,496 community partners, and health insurance members. Many tactics used in this campaign have been created to be used as tools to help individuals start the conversation about suicide. We wanted to ensure that no matter the age, people can access these tools and help prevent suicide.
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