1. Reaching Youth Where They Are Engaging DC Schools in Children’s Mental Health Awareness Day Kendra Fitzgordon, MS, Government of the District of Columbia, Department of Behavioral Health Marcus Clark, Total Family Care Coalition District of Columbia Department of Behavioral Health

2. Background National Children’s Mental Health Awareness Day National Children's Mental Health Awareness Day is a key strategy of the Caring for Every Child's Mental Health Campaign, which is part of SAMHSA’s Public Awareness and Support Strategic Initiative. The effort seeks to raise awareness about the importance of children's mental health and that positive mental health is essential to a child's healthy development from birth. Communities find new and inspiring ways every year to express what National Children’s Mental Health Awareness Day is all about and to reinforce the importance of children's mental health. Communities host more than 1,100 events every year in honor of Awareness Day. 2014 included movie screenings, art activities, and much more. District of Columbia Department of Behavioral Health 2

3. Background Today we will discuss what the District of Columbia did in 2014 to recognize the importance of mental health for children, youth, and young adults and to build awareness around positive mental health messaging and resources for youth in our city as part of the DC Gateway System of Care project through the collaborative efforts of a diverse group of DC child serving agencies, community groups and family organizations. We will also explore how you can do the same in your communities. Any age group of youth can be targeted for children’s mental health awareness day and positive mental health messaging. One good way to reach youth from middle school thru young adulthood to utilize social media. Many youth are attached to social media outlets and it can be a good way to maximize your social marketing efforts. District of Columbia Department of Behavioral Health 3

4. Social Media & Social Marketing Friends, but not twins FRIENDS… BUT NOT TWINS

5. What is the difference? District of Columbia Department of Behavioral Health SOCIAL MEDIA  Social interaction among people in virtual networks (Facebook, Twitter, Linkedin,Instagram, Pinterest, etc)  Primary focus is promoting social good  Integrating marketing concepts to influence behaviors  Distinct from commercial marketing SOCIAL MARKETING

6. Social Marketing, Social Good 6 District of Columbia Department of Behavioral Health

7. Value of Social Marketing 7 District of Columbia Department of Behavioral Health  Address social issues  Meet social needs  Garner support and awareness  Encourage social change  Public trust  Building communities  Engagement and conversation

8. Using Social Marketing to Address Stigma One of the biggest barriers to treatment is social stigma. What is social stigma? o Social stigma is the negative view that others can project onto people who reveal particular imperfections or problems. District of Columbia Department of Behavioral Health

9. Improving Access through Awareness Everyone has mental health needs, whether or not they have mental illness, just as everyone has physical health needs, whether or not they are sick. - Lynne Friedli Social Marketing can meet the goal of access through improving the public’s perception and understanding of mental health and mental wellness. 9 District of Columbia Department of Behavioral Health

10. Creating A Campaign That Utilized Social Marketing and Social Media District of Columbia Department of Behavioral Health

11. Creating A Campaign That Utilized Social Marketing and Social Media District of Columbia Department of Behavioral Health 1.Reaching out to principals and school social workers 2.Identifying messaging for youth 3.Provide positive mental health messaging 4.Make it informational and fun 5.Adding a contest component 6.Using the contest component to get youth to spread positive mental health messaging on social media and increase your social media network and outreach 7.Offer incentives for youth 8.Partner with community organizations to help sponsor events 9.Identify community resources for youth 10.Ensure legality of contest and incentives

12. Sample Scavenger Hunt Information TAKING CARE OF YOUR MENTAL HEALTH Being mentally or emotionally healthy is much more than being free of depression, anxiety, or other psychological issues. Similarly, not feeling bad is not the same as feeling good. While some people may not have negative feelings, they still need to do things that make them feel good in order to achieve positive mental and emotional health. People who are mentally and emotionally healthy have: A sense of contentment. The ability to laugh and have fun. The ability to deal with stress and bounce back from hard times. A balance between work and play. Self-confidence and high self-esteem. SUICIDE Some studies have found that 12% of D.C. high school students have made a suicide attempt at some point in their lives and 25% of D.C. youth report that they have felt depressed for two weeks or more. Sometimes it can be hard to tell others how bad you are feeling, however, you need to in order to get help and begin to feel better. You can make a difference for yourself by being strong enough to know when you need help and ask for it. You can be the difference for a friend who is struggling, too, by getting them the help they need. The D.C. Department of Behavioral Health works with programs all around D.C. to make sure that you can get help for any mental health problem – depression, anxiety, abuse, anger, etc. If you are in crisis, call 800-273-TALK (273-8255). 12 District of Columbia Department of Behavioral Health

13. Sample Survey Questions District of Columbia Department of Behavioral Health 1. Please enter your contact information so we can notify winners of the Randomized Drawing (If you'd like to be entered for a chance to win the Apple iPad mini, please provide your twitter name below and follow @Dare2CareDC and @DCTrustCorp. You must tweet both accounts by May 5, 2014 with the following message: #ChildrensMentalHealthMattersDC). Name: School Name: Homeroom Teacher: Twitter Name: Grade: Email Address: 2. What are 2 things that people can do to keep themselves mentally and emotionally healthy? Keep things bottled up Be a couch potato Laugh and have fun with friends Get 8 hours of sleep

14. Sample Survey Questions 14 District of Columbia Department of Behavioral Health 3. What are 3 things that can lead to depression? Being bullied or discriminated against The loss of a parent, sibling or friend Problems with family, peers or at school Doing things that you enjoy doing 4. What are 2 things you can do if you have concerns about your own or a friend's mental health? Talk to a school counselor, parent or trusted adult Call Access Helpline Ignore your feelings Act out

15. Measurable Goals 15 District of Columbia Department of Behavioral Health  Specific: one area  Measurable: quantifiable  Attainable: reachable  Realistic: reasonably achieved given the resources  Time-Bound: time in which result should be achieved  Example: Increase Facebook Likes by 25%, from 100 likes to 125 by May 2015.  Example: Provide positive mental health messaging to 500 youth.

16. Create your Own Campaign … Please develop the elements of a letter inviting school(s) to participate in a virtual scavenger hunt. Consider what information you need to provide and how you will make this appealing to the principal. …Create 5 questions (3 informational and 2 evaluation questions) District of Columbia Department of Behavioral Health

17. Evaluation 17 District of Columbia Department of Behavioral Health  Monitoring if you’ve reached your goal  Lessons Learned (what worked/what didn’t)  Did your message reach the intended audience

18. Things to Consider 1.Cultural Competence 2.Consent from parent/guardian 3.Collaborative efforts and partnerships with other agencies and organizations. 4. Evaluation of results. District of Columbia Department of Behavioral Health 18