Sharing Behavioral Health Resources During the COVID-19 Pandemic

Challenge

As the COVID-19 pandemic created a nationwide mental health crisis and exacerbated impacts for people already affected by mental illness, the National Alliance on Mental Illness (NAMI) Sarasota and Manatee Counties sought assistance to help area residents secure behavioral health services and support.

The client engaged Curley & Pynn in November 2020 to tailor the national “You Are Not Alone” message for area residents who had been negatively affected by impacts of the COVID-19 pandemic, such as depression or anxiety stemming from situational isolation and uncertainty.

Objectives

For the five-month campaign, our objectives were to:

• Increase awareness of critical behavioral health messaging and available resources in Sarasota County and the surrounding region, as indicated by at least 1 million media impressions generated; and,
• Increase visitation to resources provided by NAMI Sarasota and Manatee Counties, including its website and “warm” phone line.

Solution

Curley & Pynn’s integrated marketing campaign for NAMI Sarasota and Manatee Counties spanned several traditional and digital media channels.

For media relations, we localized NAMI’s national campaign messaging and partnered with the client to enlist a brand ambassador as a spokesperson who could share their experience managing mental illness during the pandemic. Additionally, we pitched interviews with NAMI Sarasota and Manatee Counties’ CEO, and recorded a public service announcement. 

To drive use of regional behavioral health resources, we relied on educational information and testimonials shared via social media and at NotAloneSuncoast.com, a micro-site dedicated to the campaign. We explored partnerships with local and nationally recognized social media influencers, and connected with just under 20 organizations regarding potential partnership in the form of collateral distribution, speaking engagements or other information sharing.

Results

Curley & Pynn exceeded campaign objectives, securing 11 media placements with a potential reach of 13 million. Top coverage included stories by the Sarasota Observer, FOX Tampa Bay, Bay News 9, ABC Action News Tampa Bay and WUSF.

With help from local civic organizations, NAMI Sarasota and Manatee Counties distributed 1,500 flyers detailing behavioral health resources to residents in need. We also generated over 1,000 impressions through campaign micro-site visits and social media content, secured two speaking engagements with local chambers and initiated partnerships with social media influencers that had the potential to reach thousands of additional followers.