changedirection

Rexburg
Brigham Young University - Idaho
Advisor: Ward Hicks | Team members: Emma Benshoff, Joshua Garlick, Adam Jackson, Olivia Waddell
2

OUR TEAM

*Names, in order, from left to right: Joshua Garlick, Olivia Waddell, Emma Benshoff, Adam Jackson

Joshua Garlick is close to grad-
uating with a bachelors degree
in public relations and plans
on attending law school in the
near future. He has worked for
various nonprofit organizations
and hopes to continue nonprofit
work in the future within the
field of law.
Olivia Waddell is a Senior from
Kingman, Arizona and loves
everything outdoors. Olivia was
married a year and a half ago
in Los Angeles, California. She
has had a passion for writing
and telling stories since her
childhood. Olivia enjoys social
media and solving problems for
companies.
Emma Benshoff is a Senior pre-
paring to graduate with a degree
in Communication and Public
Relations. She is originally from
West Hartford, Connecticut, and
plans to move to New York, New
York in May 2017. She enjoys so-
cial media, reading, and musical
theatre.
Adam is a Senior communication
student graduating this semes-
ter. He has developed a number
of public relations and outreach-
ing campaigns throughout his
time as a student and through a
digital marketing internship. He
is also one of this years 8 recipi-
ents of the BYU-Idaho Gordon B.
Hinckley Communicator Award.

As seniors and students of the BYU-Idaho Department of Communication, we strive for excellence in all areas of communication.
As we worked together on this campaign and throughout our time here at BYU-Idaho, we have have learned the importance of
speaking and presenting, writing clearly and concisely, and communicating ethically and legally in all personal and professional
settings.
 3

TABLE OF CONTENTS

The Team...........................................................................................................................................2
Summary
Situation Analysis.......................................................................................................................................4
Goals and Objectives, Challenges...............................................................................................................5
Target Audience, Ket Messages, Positioning...............................................................................................6
Communication Vehicles.............................................................................................................................7
Results
Social Media Results..............................................................................................................................8
Theater Results....................................................................................................................................10
Survey Results.....................................................................................................................................11

Expenses....................................................................................................................................................12

Campaign Details
Research Methods....................................................................................................................................13
Time Line.................................................................................................................................................14
Strategies and Tactics, Evaluation Plan...................................................................................................15
Initial Survey Results............................................................................................................................16
Final Survey Results.............................................................................................................................18
Advertising Plan......................................................................................................................................20
Action Plan..............................................................................................................................................21
Going Forward.........................................................................................................................................22
Appendix
Examples.................................................................................................................................................23
Facebook Posts........................................................................................................................................24
Facebook Post Results..............................................................................................................................29
Instagram Posts........................................................................................................................................31
Instagram Post Results.............................................................................................................................33
4

SITUATION ANALYSIS
One in five American citizens have a diagnosable mental health condition, while more Americans are expected to die this year by
suicide than in car accidents. Its clear that there is a problem with mental health in our country, and yet we dont talk about it in the same
way we talk about physical suffering. The Change Direction initiative aims to change the culture surrounding mental health by working with
citizens, nonprofit leaders, and public figures. It was inspired by a conversation at the White House National Conference on Mental Health in
2013, shortly after the Newtown, Connecticut school shooting.

The campaign seeks to spark a movement that

frees us to see our mental health as having equal value to our physical health
creates a common language that allows us to recognize the signs of emotional suffering in ourselves and others
encourages us to care for our mental well-being and the mental well-being of others

A prominent goal of the campaign is to change the language we use surrounding mental health, which is where the Five Signs come into play.

The Five Signs:

Personality Change - sudden or gradual changes in Poor Self-Care - they may stop taking care of themselves
the way someone behaves or begin to participate in risky behaviors

Withdrawal - someone may pull away from friend and

family, or stop participating in activities that they
once took joy in

Agitated - they may seem uncharacteristically Hopelessness - there may be a change in the way they
moody or irritable view the world - once optimistic people may seem over-
whelmed by their circumstances and simple tasks seem
much harder

Change Direction started with 50 partners, though they now have over 350 partners. Over 26 million Americans have already been
exposed to the Five Signs of Emotional Suffering because of their efforts.
One strength of our campaign is that we have the whole community of Rexburg to work with, as we are not limiting ourselves to just
students or just residents. Because of the limited time frame, one weakness we came across was time management. We also had many plans
that fell through due to scheduling or partnerships that didnt work out, which we feel may have weakened our campaign. An opportunity we
were lucky to have was a pre-existing relationship with the team at Madison Cares. That relationship was what made distributing our flyers so
successful, as they were able to reach out to their partners across Rexburg and the Madison area. One threat we came across was within the
Rexburg community. Our whole campaign was based around an event, which didnt end up happening. Due to push back from Walmart and
other local stores where we wanted to host this particular event, we werent able to go through with putting it on. Luckily, we had solid sec-
ondary plans to implement that more than compensated for this slight setback.
 5

GOALS AND OBJECTIVES

1. We wanted to have 20 percent of Rexburg become familiar with our message, which was to start conversations about mental
health and know of the Change Direction campaign. Through distribution of our video we were able to reach an estimated
total of 5,100 people, 20.01 percent of our target population according to the 2010 census information, through our social me-
dia campaign alone. These results demonstrate that our campaign completed our objective. Our survey results demonstrate
that a total of 18.12 percent more people can identify that they know about the Change Direction campaign because of our
efforts.

2. We aimed to increase understanding of the Five Signs by 10 percent. The five signs are personality change, agitated, with-
drawal, poor self-care, and hopelessness. Survey results demonstrate the following variations in knowledge of the five signs:
-7.49 percent personality change decrease, 10.03 percent agitated increase, 8.76 percent withdrawal increase, 1.88 percent
poor self-care increase, and 2.67 percent hopelessness increase, totalling a 15.85 percent increase in understanding of the
five signs across the five signs of mental suffering. These results demonstrate that our campaign completed our second ob-
jective.

3. We strived to create a video of a Rexburg Community member that would obtain at least 1,500 views, transmitting our mes-
sage that mental health affects people in our community. We were also able to achieve this goal, garnering an estimated 1,538
views through social media alone.

CHALLENGES
One of the largest challenges we encountered was a group member who did not take her role seriously. This resulted in us
having to extend the timeline in which our video was created, released to the movie theater, and played across our social me-
dia pages. Once it was determined that this group member would no longer be a part of our campaign, other group members
took on the roles that were missing and quickly got in contact with a new videographer and the movie theatre.

Another challenge we had was Rexburg community members misunderstanding our message. From the very beginning of our
campaign, we used social media to describe what our campaign was about, describe the five signs, and direct people to the
changedirection.org website. On our posters around town we described the five signs and directed community members to
our social media pages in order to avoid miscommunication.

A third challenge we faced was people not responding to our initial and final survey. We overcame this by posting our survey
to Rexburg community pages, our social media pages, and each group member posted it to their personal Facebook page as
well.
6

TARGET AUDIENCE

Our primary audience consists of males and females between the ages of 18-35 who live in the Rexburg area. They may or may
not be attending college, but generally come from a lower socioeconomic class and are likely white. Our research indicates that
this demographic reaches a majority of Rexburg residents. According to the 2012 census, 49.6% of Rexburg residents are in
between the ages of 20-45, with 93% of the population polling in as White.

Our secondary audience includes military and veterans, typically those who suffer from PTSD. We plan on using Change Direc-
tions video on PTSD and depression to reach these people.

Our tertiary audience is youth and college students. We plan to reach this audience by placing posters in the Madison County
public schools.

KEY MESSAGES

Extend a hand of support to those that are struggling

Helping others will empower them to help themselves
Understanding the signs of mental suffering can prevent further suffering
Understand that more people than we think are suffering from mental health problems and its presence in society as a
whole
Change Direction is an excellent resource to learn about mental health

POSITIONING

Despite all the progress made in recent history, mental health still has a stigma attached to it,
and isnt talked about nearly enough.
With the Campaign to Change Direction, we are hoping to bring light to the topic of mental health, and to change the
way we talk about it within the Rexburg community.
 7

COMMUNICATION VEHICLES

Posters and flyers created by the Change Direction campaign were remastered to direct individuals to the Rex-
burg Change Direction Instagram and Facebook pages. Both were distributed to the Madison County Community Coa-
lition through Madison Cares, a local non-profit organization promoting mental health in the region. The Madison Coun-
ty Community Coalition consists of the following 13 schools, 8 businesses, and 35 community organizations, totaling
56 locations. A total of 36 posters and 700 flyers were distributed to these locations.

Schools: Community: P4P (Partners for Prosperity)

Adams Elementary School
Burton Elementary School
Hibbard Elementary School
Kennedy Elementary School
Lincoln Elementary School
South Fork Elementary
School
Madison School Board
Madison Middle School
Madison Jr. High
Madison High School
Central High School
Brigham Young Universi-
ty-Idaho
Sugar/Salem School District
Businesses:
Deseret Industries
Arctic Circle
Zions Bank
Lions Bank
Upper Valley Industries
Meals on Wheels
Standard Journal
Premier Powder Coating
Madison County Sheriff
Rexburg Police Department
Chamber of Commerce
District Office Building
Madison CARES
Juvenile Corrections
Juvenile Probation Center
Rexburg Fire Department
Madison Co. Fire Department
Family Safe Internet Project
Eastern Idaho Public Health District
Policy Tech/Regional Communication Emer-
gency Response Team Community Council of
ID
Madison County Library
Madison Memorial Hospital
CDSMP Coordination - State of ID
Eastern Idaho Community Action Partnership
Idaho Division of Vocational Rehab
Upper Valley Community Health Center
ID Div. of Vocational Rehab
BHC (Behavioral Health Center)
Idaho State Senators
Idaho Department of Health and Welfare
Upper Valley Pediatrics
Idaho Council on Childrens Mental Health
District Court Judge
Family Crisis Center
Upper Valley Friendship Club
Head Start
EICAP & Food Bank
Cornerstone Counseling/Lifestar
Madison County Commission
PolicyTech
Madison Lions Club/Citizen for Decency
Madison County Commission
8
One of our main efforts, in terms of community outreach, was when we sought to partner with Paramount 5, a low-cost theater here in
Rexburg. The original hope was to see if the would be willing to run our video in their theater as a PSA for the whole month at no cost to us. It
is not uncommon for this theater to run PSAs for an extended period of time and we knew that our message was a meaningful one that they
would see the worth of within their theater.
Unfortunately, we discovered that the theater only runs one PSA at a time for free. The local police department had booked the PSA
slot for 6 months, which sadly enough ended on the March 15 deadline of the campaign. Knowing that we no longer had the ability to run our
video for free, we began discussing pricing and timing for our video to be run in the theater as an ad. We had the pleasure of working with
Cameron Andrews, the man in charge of advertising and coordination for Paramount 5. After speaking with Mr. Andrews and explaining what
our initial intent was, he decided to help us out as much as possible. The video ended up running for 10 days at the cost of running the ad for
7 days. Cameron felt that it was a fair allowance since we werent running an actual advertisement, and due to the fact that due to an error in
communication, the ad didnt start when we had originally intended it to.
Mr. Andrews proved to be a pleasure to work with and we believe he would be a future resource to contact for either continuation of
this campaign or any other endeavors you would like to involve Paramount 5 with.

In addition to our physical campaigns, we also ran extensive campaigns on social media. We mainly focused on Facebook and Ins-
tagram, where we garnered 54 and 164 followers respectively, in addition to thousands of impressions, as shown in our research. We also
reached out to local bloggers, who posted about the campaign, the five signs and their experience with mental health.
Facebook and Instagram were the best ways to reach our target audiences. Facebook hits our target demographics and is statistically
the best place to reach community members 55 and older.
Instagram was our secondary platform and reaches our tertiary audience. We also have a group member who knows and works with
Instagram.
We started our social media campaign as a purely organic attempt to reach the target goal of 5,000 people in Rexburg, Idaho. We had
high hopes of reaching this number by creating good content and reaching our goals through organic content sharing. We started off by post-
ing facts and interesting tidbits of information As we started off we noticed that in terms of impressions, we were off to a very slow start. We
did have a few posts in the beginning that outperformed our other posts, in terms of impressions, by a substantial amount. However, we knew
that we werent going to reach our goals at the rate of people we were reaching.
We had our video created and decided to use it as the new focus of our promoted social media posts, which proved to be the most
successful strategy we employed. We began to see thousands of new impressions across Facebook and Instagram. We had generated just
under 1,500 views of our videos and had over 4,300 Rexburg-based people on Facebook alone. We reached 1,240 people on Instagram as
well.

SOCIAL MEDIA RESULTS

During the implementation period of February 15, 2017, to March 15, 2017, we had a lot of success on the social media platform Face-
book. We chose to use Facebook as the main social media platform for our campaign for two main reasons, first it is a widely used platform
that hits most demographics sufficiently well. Second, it is statistically the best social media platform to reach our secondary audience of
people 55 and older. It is reported that Facebook is the most used social media of people 55 and older and since we had the desire to reach
this demographic we felt it best to have a presence there.
We reached about 4,300 people in Rexburg alone. We had a total reach of 6,450 across the United States. We did reach a few people
living in various parts of the world, but these were sporadic and small numbers. About 12 percent of our audience in the United States fell
within the 45 and older age range, meaning we reached about 750 people in this demographic. We would have liked to see a larger number
here since this age range was a secondary audience and a target audience of The Campaign to Change Direction itself. We feel that, relative
to everything else we accomplished, this was a successful number, however.
 9

13284
13500 Our audience
consisted of both men
12000 and women with the
majority going to the
women. Of the peo-
10500
ple we reached, 63
percent were women,
9000
Achievements

7690 and 37 percent were

men. We didnt have a
7500 goal in mind when we
created our campaign
of reaching a specific
6000 5100 gender, but looking at
the data, we would like
4500 to analyze our content
and see if there were
3000 ways we could opti-
1538 mize it so that we could
reach an equal amount
1500 of men as women.

0 Reach Target Reach Impressions Video Views

Measures of Achievement

As is visible in our data charts, see also page 29, our facebook page started off much slower than we would have hoped.
We mostly had a number of posts that reached 20 people or less. After about five days in, we did start to have a bit more of an
effect, our post on February 20, organically reached 73 people and then two days later our post for that day organically reached
287 people. We decided to look at the posts up to that point and determined what we thought were the successful elements of
those posts and use what we found to create our further posts. Starting March 5, we began this new idea of content posting. Our
first post reached another 236 people organically, by this point we had our videos created and decided to post both of them on
our social pages. We also boosted these posts feeling that the content had a high chance of being seen and shared. The short
video reached 1,300 people and the long video reached 1,800 people, having the higher percentage of organic reach between
the two. After this new strategy started we started seeing better results from our posts. The post from March 6, was able to reach
687 people organically.
10
We also used Instagram as part of our social media strategy. We decided to go with Instagram because it is rated as an-
other efficient platform at reaching both our primary and tertiary audiences. Instagram is far more catered to the 18-35 year old
demographic, but due to a member of our team having a lot more experience with Instagram than other platforms, we opted to
use this platform as a secondary level of social media exposure.
Our team decided to use Instagram as a secondary platform. However, we did not post as much content on Instagram. We
posted roughly half the amount that we did on Facebook. However, Instagram still proved to be useful at generating impressions
and reaching new people. We posted the short version of our video on Instagram and it had over 1,138 views on the platform
alone. We generated 2,353 impressions and reached 1,240 people over the course of the month. Considering the limited amount
of content that was posted to Instagram, and comparing these results to our Facebook results, we are satisfied with our Insta-
gram campaign.

THEATER RESULTS

The theater proved to be a successful endeavor in terms of reach and impressions generated. Exact numbers for reach
and impressions are very hard to pinpoint due to the nature of how data can be collected at a theater. During the time our video
ran; 2,584 adult tickets, 244 child tickets (Ages 3-11), and 101 senior tickets (Age 62+) were sold. The reason why exact numbers
are hard to determine is because it is impossible to know if any of these tickets sold represent repeat theater visitors in the given
time frame that our video ran. However, given that national statistics show that only 3 percent of Americans attend movie the-
aters once a week or more, with everyone else attending less often, it is safe to say that number of repeat visitors during the run
of our video was small. We also have no way of accurately knowing how many of the adult tickets were people aged 12-17, which
wasnt an audience we were aiming for.

Being that the 18-25 age demographic is the largest in this community by far, being a college town, we feel safe in assum-
ing that the majority of the movie theater patrons were within a useful age demographic.
Using the given numbers, we can assume that at least 2,685 potentially useful impressions were made. The the other difficult
calculation to make is how many times our video was seen by each individual before their movie started. Since the theaters
advertisement cue continually replays until the movie starts. Arriving 10 minutes before a movie once let me see the same ads no
fewer than 4 times each. How many times you see the ads depends on two main things, how long the ad cue is, and how early you
show up to the theater. We could not find a reliable statistic for how early people arrive at movie theaters.

To show the potential numbers for this add I will give a simple breakdown. The minimum number of impressions generated
would be over 2,000. The potential maximum number of impressions if the 2,560 over the age of 12, if they saw the video 4 times
before their movie, is 10,240 impressions. If everyone saw it at least twice, we would have generated 5,120.

To sum this up, we feel that this was a very worthy investment in terms of what we know for certain the video was able to
achieve in the theater. The only downside to this method is the uncertainty of the full effect of the video.
 11

SURVEY RESULTS

Between the intitial and final surveys, 94.2 percent and 93.26 percent fell within
our primary target audience, respectively. All of which are current Rexburg resi-
dents.

Survey results show that during the first moments of our campaign only 4.35 per-
cent of respondents had heard of the campaign to Change Direction. Final survey
results demonstrate an increase in campaign awareness of 18.12 percent, from
4.35 percent to 22.47 percent.

In relation to understanding of the five signs, results show the following variations:

poor self-care increased from 61.76 withdrawal increased from 76.47 personality change decreased from
percent to 63.64 percent percent to 85.23 percent 52.94 percent to 45.45 percent

agitated increased from 43.38 per- hopelessness increased from 63.24

cent to 53.41 percent percent to 65.91 percent

Respondents also demonstrated a 4.34 percent increase, from 31.62 percent to 35.96 percent, in familiarity with local
services available to those who deal with emotional suffering.
12

EXPENSES

Item Estimated Unit Actual

Cost Number(s) Cost

Fliers $30 1000 $28.10

Video $150 1 In-kind $0

donation

Posters $60 36 $54.86

Paramount 5 ad $70 1 $65

Facebook Boosts $80 4 Our 30 sec video $20

Our 3 min video $20
Dwayne Johnson video $20
Affecting all ages article $20

Instagram Boost $25 1 Our 30 sec video $25

TOTAL: $410 $252.96

In-kind donations include a video produced by Over Morrow Productions Brenton Stumpf
accounting for approximately $150.
 13

RESEARCH METHODS
In order to evaluate the achievements of our campaign, our group used analytical tools provided within social media for our Facebook and
Instagram pages, statistical information from the Paramount 5 movie theater, and a survey created to measure the depth of impact of the cam-
paign.
The majority of reach within our target demographic will be determined through the Facebook, Instagram, YouTube, and Paramount 5 statis-
tics. Measures of identification of Change Direction, the five signs, and other mental health related information was determined through the
survey.
Our survey was distributed through the BYU - Idaho e-mail services to 300 students on campus, and through social media feeds shared on
FaceBook. Our group members posted and shared the survey in order to generate as many responses within our target demographic as pos-
sible, in order to get an accurate representation of our campaigns deeper effects.
Initial results from survey: Final results from survey:
Have you ever heard of the Campaign to Change Direction of mental Have you ever heard of the Campaign to Change Direction of mental
health? health?

Please select the five signs of emotional suffering: Please select the five signs of emotional suffering:
14

TIME LINE

Impotant dates to note include the campaign timeline perameters, February 15, 2017 through March 15, 2017, initial
survey on February 22 and 27, Paramount theater video played from March 6 through March 15, posters and flyers
were distributed to the Madison County Community Coalition on March 8, and the final survey was distributed from
March 13 through March 15.

*See pages 24-32 for post descriptions

February 14th: Created Facebook and Instagram Page February 28th: Post 16 on Facebook
February 15th: Post 1 on Instagram Post 7 on Instagram
Post 1 Facebook March 3rd: Post 8 on Instagram
Post 2 on Facebook March 5th: Post 17 on Facebook
Post 3 on Facebook Post 9 on Instagram
Post 4 on Facebook March 6th: Post 10 on Instagram
February 16th: Post 5 on Facebook Post 18 on Facebook
Post 6 on Facebook Post 19 on Facebook
Post 7 on Facebook Post 20 on Facebook
February 17th: Post 8 on Facebook 30 Second video began playing in Paramount 5
Post 2 on Instagram theatre
February 19th: Post 9 on Facebook Fliers were placed in the movie theatre
Post 10 on Facebook March 8th: Post 21 on Facebook
February 20th: Post 11 on Facebook Post 11 on Instagram
February 21th: Post 12 on Facebook Poster and flyers distributed to Madison County
February 22nd: Post 13 on Facebook - Initial Survey Community Coalition
Post 14 on Facebook March 13th: Post 22 on Facebook
Post 3 on Instagram Post 23 on Facebook
February 23rd: Post 15 on Facebook Sent final survey via email to on campus stu-
February 24th: Post 4 on Instagram dents
February 26th: Post 5 on Instagram March 14th: Post 24 on Facebook
February 27th: Post 6 on Instagram Post 12 on Instagram
Sent initial survey via email to on campus stu- March 15th: Post 25 on Facebook - Final Survey
dents Post 26 on Facebook
Post 27 on Facebook
Last day video played in the movie theatre
 15

STRATEGIES AND TACTICS

Strategies Tactics

Raise awareness of mental health in the community Create video of community member

Spread video through social media and movie

theater

Involve community Find organizations interested in cause

Distribute posters and flyers to organizations

EVALUATION PLAN

In order to evaluate our campaigns effectiveness, our team gathered statistical information from our social media pages as well as from
the Paramount 5 movie theater. We also redistributed the same survey that was distributed at the beginning of the semester in order to gauge
differences in results. Surveys were again distributed in the same manner as before mentioned in the research methods section.
16
INITIAL SURVEY RESULTS
17
18
FINAL SURVEY RESULTS
19
20
ADVERTISING PLAN
In order to evaluate our campaigns effectiveness, our team gathered statistical information from our social media pages as well as from the
Paramount 5 movie theater. We also redistributed the same survey that was distributed at the beginning of the semester in order to gauge
differences in results. Surveys were again distributed in the same manner as before mentioned in the research methods section.
 21
ACTION PLAN

Tactic Action Item Person Responsible Date Completed

Create video of communicty member Contact videographer Olivia Waddell and Adam Jackson March 2

Film video Adam Jackson March 5

Acquire edited videos Adam Jackson March 8

Spread video through social media and Contact Cameron Andrews at Para- Adam Jackson March 9
movie theater mount 5

Organize timing and payment Adam Jackson March 9

Aquire data for theater attendance Adam Jackson March 28

Blogger Outreach Contact local newspapers and bloggers Emma Benshoff March 9

Find Organizations interested in cause Contact Jessica Goudy Joshua Garlick March 3

Distribute posters and flyers to organi- Create posters and flyers Joshua Garlick March 7
zations

Distribute posters and flyers to Madison Joshua Garlick March 8

County Community Coalition

Strategically boost Facebook and Insta- Boost Facebook posts Olivia Waddell March 6
gram posts March 6
March 13
March 13

Boost Instagram posts Olivia Waddell March 6

22

GOING FORWARD

This campaign has many avenues that began to develop far too late into the month long window provided. Our
team feels that, given further time and resources, there would still be much to accomplish. Rather than list off random
new ideas that have no foundation within our campaign up until this point, this summary will deal with improvements
that could be made to what has already been done and how the campaign could be continued from here on out.
First and foremost, the social media could continue with posting new original content on a daily basis as well as,
finding creative content related to mental health to share on our page. The page started to gain momentum towards
the last half of the implementation period and it would be completely reasonable to suspect that proper implementa-
tion of social media content would continue to increase the reach and impressions this campaign could generate.
Also, knowing that the theater was about to have an empty PSA slot available that could be booked for long
periods of time, we could increase the length of our video by a decent amount and run the content for any number
of months continually for free. Using a basic understanding of movie theater patron demographics, this would surely
generate a lot more impressions than new people reached. While reaching new people is essential to spreading your
message, generating a large number of impressions would help grow the name of The Campaign to Change Direction
in the Idaho area. Also, considering this is a college town, as you cement this organization into the minds of many of
these students, you will have the opportunity to spread your message even further. These students come from all over
the world and have social media influence with people from all over the world. Establishing this message in a college
town would increase the likelihood of this message being shared by people who can influence people around the
world.
The best and most wonderful outcome of this campaign was the partnership we were able to establish with
Madison Cares and the Madison County Coalition. Again, this is an element that developed much later in the imple-
mentation period than we would have wanted, but the partnership developed all the same. If more time was allotted
for the implementation period, we could further take advantage of the over 35 organizations that are part of the Mad-
ison County Coalition. We would craft materials that are more fine tuned for each of the demographics of each orga-
nization. A group social media effort could be made by all of the social platforms of the coalition, and madison cares
itself to extend the reach of each piece of posted content. As awareness of the campaign and the five signs them-
selves grows, mutual beneficial endeavors could be made to further promote the efforts of Madison Cares.
 23
APPENDIX - EXAMPLES
24
APPENDIX - FACEBOOK POSTS
Post 1 Post 2 Post 3

Post 4 Post 5 Post 6

 25
Post 7 Post 8
Post 9

Post 10

Post 11 Post 12 Post 13

26
Post 14 Post 15 Post 16

Post 17 Post 18 Post 19

 27
Post 20 Post 21 Post 22

Post 23 Post 24
28
Post 25 Post 26

Post 27
 29
APPENDIX - FACEBOOK POST RESULTS
30
 31
APPENDIX - INSTAGRAM POSTS
Post 1 Post 2 Post 3

Post 4 Post 5 Post 6 Post 7

32
Post 8 Post 9

Post 12

Post 10

Post 11
 33
APPENDIX - INSTAGRAM POST RESULTS
 #changementalhealth
www.ChangeDirection.org