Fresno County Department of Behavioral Health

Crafting Safe & Effective Suicide Prevention Messages

In 2019, the Fresno County Department of Behavioral Health (FCDBH) asked JP to develop their Suicide Prevention campaign. The goal was simple: raise awareness and connect community members to available resources. To ensure these messages were ones to remember, JP team members put their hearts into it.

Branding

A Splash of Color

Developing suicide prevention messages is complex. JP crafted key messaging for the general public to facilitate a dialogue between supportive communities. We kicked off the branding process by creating a logo representing acceptance and safety by eliminating the stigma around mental health. It was important to convey a recognizable look and unified voice. We incorporated a bright green color palette since it was the current branding for California’s mental health awareness movement thus maximizing the impact of the shared movement.

Web Development

Coming Together for Change

The same principles translated to Fresno County’s Suicide Prevention Awareness website rebrand as well. We wanted the visuals to be as strong as the message and our developers created an impactful experience to promote awareness. With this new design, the site features updated, clean graphics and responsive design that aligned with all updated FCDBH messaging. The best part? This website serves as a strong digital tool to support suicide prevention efforts by uniting government agencies and community members throughout Fresno County.

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Suicide Prevention Campaign

Building Hope

To extend the campaign reach, our team launched a series of community influencer interviews surrounding Suicide Prevention Week. The interviews included survivors and mental health professionals. The interviews aired across multiple outlets including ABC30 and KSEE24 YourCentralValley. JP produced 12 videos that ran on social and digital media and 6 radio spots that aired throughout Fresno County in English, Spanish and Hmong with messaging centered around Suicide Awareness.

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Slide (125% over the industry average of 0.08%) The campaign generated $2.41 to FresnoCares.com in the first 12 weeks after launch, with CTR averages far above industry standard. Aggregate cost per click 0.18% Average aggregate CTR versus industry average: 10,000 total clicks $4.25 CPM 12.4M impressions Aggregate cost per impression

Event Promotion

Going the Extra Mile

With the goal of increasing attendee engagement at events, the JP team created and wrapped a bright green Camaro for the community to sign and offer messages of support or remembrance for a survivor they know or for someone they lost. Through our contacts in the local auto dealer industry, JP secured a vehicle sponsor. The bright green wrapped and branded Camaro visited 14 events throughout Fresno County in September including schools, community events and even food truck lunch hot spots. This car wrap concept was such success that the Department of Behavioral Health started receiving calls from parents who had seen the car at an event requesting the car visit their child’s school. This community demand resulting in us wrapping another vehicle for an extended Mental Health campaign. The campaign also caught the eye of the State’s Mental Health Department who was so impressed by the community outreach results that they funded another vehicle wrap, this time in green camouflage, for a Fresno County November Veteran’s Suicide Awareness effort.

“Myself and my team want to thank you for all your hard work, support and efforts around our projects. You and your team have worked hard and have really helped DBH shine, and also help the public. You’ve done some outstanding work and we are grateful for all you help!”

Ahmad Bahrami, MBA. Ethnic Services Manager/Division Manager at Fresno County Department of Behavioral Health.

Results

In Our Element

The Fresno County Department of Behavioral Health’s efforts to reduce the stigma and the conversation surrounding suicide prevention delivered positive results. Our campaign combined traditional advertising, digital media, social media and experiential activation. The messaging was delivered live and direct from the heart by advocates throughout Fresno County. Our client is elated, and our work was awarded and recognized regionally with a Gold Addy industry award for the campaign. What more could we ask for!