Connecting students and families to mental health resources
About this project
Client
San Marcos Unified School District
Services
Marketing Campaigns, Media, Creative
The approach
Mental health issues have come into sharp focus throughout San Marcos Unified School District and have been especially punctuated by the COVID-19 pandemic. Funded by federal American Rescue Plan Act (ARPA) funds, the City is providing the school district with $2 million to develop a mental health program that will proactively address issues that typically lead to a variety of challenges amongst the student population. They enlisted the help of JPW to market and launch this important program during the 2022–2023 academic year.
The opportunity
JPW recognized the need to create a meaningful campaign that is direct and emotional to move the needle, chip away at common stigmas and enact change. Market research was performed through a SWOT analysis, thorough discovery sessions and focus groups with key stakeholders to hone in on what the district needs to be successful.
The resulting campaign is direct, raw, approachable and—most importantly—market tested with students in the district to ensure the messaging and graphics will resonate. Let’s Face It. Together. shows what people see on the surface versus what students are struggling with in silence, symbolizing the often-silent subtext. The letter E in “FACE” is flipped to face the rest of the word as if in a conversation while projecting the togetherness the campaign seeks to highlight. Vibrant and electric colors are meant to offset the heavy topic showing a juxtaposition of hope and new life. The angular shapes bring a sense of forward movement, showing progress.
This campaign doesn’t shy away from the gravity of mental health struggles. This is the reality of what our students are battling each day.
The solution
Branded campaign, marketing framework and supporting messaging for “Let’s Face It. Together.”
Environmental advertising on every campus in the district
Targeted messaging for each demographic
Microsite content and supporting graphics
Press release and eblasts announcing campaign launch
Supporting social media campaign
Supporting campaign collateral intended to signal a safe space/individuals
Campaign video for further awareness
The reward
Campaign awareness continues to grow among students, families and staff and the district has seen an increase in outreach for mental health support.
As of spring 2023, the campaign team reported the following output metrics since the launch:
Hundreds of posters and floor vinyls with tailored messaging for K-5 and 6-12 students
Eight 9’x5.5’ wall clings between five school campuses
1,200 window clings
2,000 brochures
2,000 flyers
50,000 buttons
50,000 stickers
500 door hangers
50,000 crisis line cards
10 pole banners
These efforts have resulted in the following outcome metrics, with students seeking assistance and support from the program channels and the team:
68 conversations on the 24/7 Crisis Text Line
124 home visits by the Wellness Team
359 at-school consultations with the Wellness Team
636 total Care Solace cases and 268 appointments
1,093 Care Solace hours logged (calls, emails, texts, etc.)
39,905 total Care Solace communications (calls, emails, texts, etc.)