BlackDoctor.org - Marketing Campaign of the Year
Company: BlackDoctor.org, Chicago, IL
Company Description: BlackDoctor.org (BDO) is the world’s largest and most comprehensive online health resource specifically targeted to African Americans. With a monthly reach of over 40 million consumers, BlackDoctor.org strives daily to reach and engage African Americans to become their trusted, daily resource for healthier, happier living and daily medicine for life.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
Nomination Title: BlackDoctor.org and SAMHSA Mental Health Campaign
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
The BlackDoctor.org and SAMHSA partnership which ran from February 2016 to December 2016, was grounded in the belief that regardless of age, sexual orientation, geographic location, socioeconomic status, race, ethnicity or gender, all people deserve mental health equity. By partnering with the Substance Abuse and Mental Health Services Administration (SAMHSA) mental health and the stigma around it can be addressed, highlighted and removed. In doing so, improve the mental health equity is essential to the overall health and wellness of all communities across the nation.
About a third of the US population are communities of color, including African Americans and Hispanic/Latinos. These diverse communities have unique mental health needs and experience different rates of mental health challenges and treatment access. This experience is due to poorer access to care; inappropriate care; and higher social, environmental, and economic risk factors. Within the African American and Hispanic/Latino population, there are subgroups that may suffer at greater rates of mental health challenges including: Lesbian/Bisexual/Gay/Transgender, transition age youth, homelessness, justice system involvement and military status (SAMHSA, 2016). Despite on-going attempts to eliminate racial/ethnic disparities in mental health, African Americans and Hispanic/Latinos are still less likely to be diagnosed and receive treatment (Holm-Hansen, 2006; McGuire & Miranda, 2008).
Based on research and feedback from individuals across the life span from African American and Hispanic/Latino communities, social media is a critical tool necessary to eliminate mental health disparities through: increasing mental health literacy, challenging stigma and disseminating resources to encourage access to services and supports for those with mental health needs and their families and friends.
The campaign communication strategy incorporated values and cultures of African Americans and Hispanic/Latinos within the construct of linguistics, behaviors, and preferences as it relates to social media. Social media post would be featured on several key platforms which would increase reach and engagement of targeted audience and key influencers. Selecting social media platforms include:
Through the use of social media communication, the campaign saw successful reach and engagement on the Facebook platform. During the months of July and December 2016, the campaign reached the below audience, within each mental health condition:
- Mental Health - 40.5 Million People Reached
- Suicide - 4.4 Million People Reached
- PTSD – 273,000 People Reached
- Depression - 38.7M People Reached
- Substance Abuse – 363,000 People Reached
- Total Audience Reach (via Facebook Platform) = 84,236,000
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
• Increase understanding of mental health literacy
• Increase access to care
• Increase understanding of recovery and resiliency
• Increase understanding for family and friends
• Increase strategies to promote positive mental health (prevention)
• Messaging African Americans and Latinos with intent of attracting them to read and share mental health content
• Engaging target audience with impactful mental health content
• On-going reading of information and accessing data to share with peers
• Create key messaging from articles and share across all social media platforms
• Historical Data
• Personal Stories (AA/Latino heritage, celebrity and non-celebrity
• Organizational News (SAMHSA/Mental Health)
• Other- Content bring awareness to key mental health care dates and months