PUBLICATIONS CAMPAIGN RAN IN:
The Louisiana Spirit campaign was a statewide initiative, therefore Zehnder developed a print media buy through Louisiana Press Association. Just a few of the many publications this campaign ran in are noted below.
Baton Rouge Weekly Press
Alexandria News Weekly
Lake Charles American Press
And many more
CAMPAIGN RUN DATES:
The campaign ran August 2007 through December 2007.
The impact and magnitude of back-to-back hurricanes resulted in catastrophic damage to Louisiana and its communities statewide. Every citizen in the state was affected. For Louisiana Spirit’s federally funded crisis counseling program, the challenge was to encourage individuals to reach out via a helpline (800) 273-TALK and to continue to promote rebuilding statewide. Zehnder’s strategy was to create permission to call and counter any stigma attached to mental health counseling.
RESULTS AND METRICS:
The statewide media campaign launched one week prior to the 2-year anniversary of the hurricanes. Louisiana Spirit touched the lives of survivors through over 3.5 million face-to-face services and over 26 million indirect services.
585,000+ individual counseling sessions
47,000+ group counseling sessions
900,000+ phone and e-mail contacts
3 million+ brief educational encounters
26 million+ psychoeducational materials distributed