Producing new creative designs and implementing a paid advertising campaign to communicate 2-1-1 Big Bend’s free mental health services to residents in low-income neighborhoods during the COVID-19 pandemic
Services Provided
Action Plan
- Conduct research to learn what populations are less likely to know how to access local mental health services
- Use research findings to identify target audiences and design new creative assets that prompts them to contact 2-1-1 Big Bend by phone or online to access services
- Launch a hyper-targeted paid advertising campaign to educate target audiences (veterans, college students, women and minorities) about the ease and availability of mental health assistance through 2-1-1 Big Bend
- Produce an outreach toolkit featuring creative and informational collateral materials for local agencies and organizations to promote 2-1-1 Big Bend’s services among current and future clients
Results
- The 60-day media buy campaign featured a media mix of Facebook advertising, print postcards, and poster and digital billboards that promoted the 211 phone line and 2-1-1 Big Bend website
- The campaign generated a 3.4 percent increase in 2-1-1 Big Bend website pageviews and a 12 percent increase in website entrances from the previous two months’ levels
- The organization saw an 8.3 percent increase in calls from veterans, Black and Hispanic Leon County residents and an overall 6.2 percent increase in calls from all residents during the campaign period
