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INTRODUCTION
Broward County's Leadership Enhancement And
Development Program (LEAD) was initiated in
1987. It is an educational program offered
to Broward County employees to enhance and
develop leadership and employability skills.
Each LEAD class is charged with completing
a project that will have a lasting impact
on the community and its citizens.
The Human Services Department asked LEAD XVI
to develop and implement a social marketing
and outreach campaign to increase the visibility
and understanding of mental health and substance
use issues and services and to promote positive
public education
THE CAMPAIGN
This campaign supports a national movement
to "Change The Conversation" and
de-stigmatize the issues of mental health
and substance use. LEAD XVI chose the Broward
County employee population as the target audience
for a survey to pinpoint the focus of the
campaign. Then, based on survey results, the
class developed a social marketing and outreach
campaign to increase the visibility and understanding
of Mental Health and Substance Use issues
and services, and to promote positive public
education.
A day-long Mental Health and Substance Use
Awareness Expo was held for mental health
professionals and the public at large. Keynote
speakers covered such topics as treatment
recovery and stigma, followed by workshops.
An exhibition area included representatives
of local organizations and county agencies
providing mental health and/or substance use
services. Exhibits ranged from 9 Muses art
display to the LEAD booth where class members
distributed "awareness kits," bumper
stickers, and giveaways in order to reinforce
their message.
The primary social marketing tool utilized
is the broadcast on Cable TV of a thirty second
commercial featuring the slogan "Don't
Shut the Door on Mental Health and Substance
Use... It Could Be You Or Me." Other
marketing tools were designed to enhance the
slogans created for this media campaign, such
as: bus placards, banners, website, pens,
pencils, magnets, and key chains.
Various articles have been written highlighting
this campaign and promoting awareness of Mental
Health and Substance Use issues, within Broward
County's internal publications that reach
over 6,000 employees and in the local press.
The final LEAD XVI report includes the full
scope of the project, and recommendations
for its continuation and expansion, including
- Suggestions for additions to the Human
Services web site.
- An outreach program for middle and high
school students, intended as a preventative
and educational tool that provides information
on the issues of stigma and awareness.
- A template for a quarterly newsletter
to alert providers and facilitators within
the field of Mental Health and Substance
Use about new developments, legislation
and upcoming events.
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Broward County