The University of Northern Iowa

2017 PRSSA Bateman Case Study Competition

Created By: Faculty Advisor:
Mikayla Lien Jeffery Brand, Ph.D.
Katelyn Kuch
Abigail Takes Professional Advisor:
Mallory Feeney Jacob Shultz
Trevor Rayhons
Table of Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . .3

Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Target Audience and Key Messages . . . . . . . . . 7

Challenges and Opportunities . . . . . . . . . . . . . . .8

Goals, Objectives, and Tactics . . . . . . . . . . . . . . . 9

Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Executive Summary
I know the signs,
do you? UNI
know the signs of
mental suffering.
The signs are everywhere. So often they go
unnoticed but their presence speaks loud
enough for everyone to hear. The signs of
mental suffering are visible to those who
know them. But what about the millions of
Americans who do not?
In order to change the culture of mental
health, we need to be aware of the language
barrier that is holding us back. The culture
changes when we learn five the signs
of mental suffering: personality change,
agitation, withdrawal, poor-self care, and
hopelessness. Knowing these five signs is
the first step to getting those in need the
care and support they deserve.
Changing the culture of mental health
begins with taking a proactive approach
to educate a community. To carry on
the efforts of the Campaign to Change
Direction, the University of Northern Iowa
(UNI) PRSSA Bateman Team encouraged
UNI Know the Signs of Mental Suffering.
Through a series of expertly devised events
and educational opportunities, the team
worked closely with campus communities
including the Department of Residence, UNI
Student Health Clinic and UNI Wellness and
Recreation Center to dive deeper into the
networks of campus and harvest support
from within.
To reach the correct audience, the team
conducted primary research focused on
UNI students, faculty, and staff. The survey
targeted this audience, and the reach was
amplified by the Northern Iowa Student
Government. These surveys and interviews
gave the team an insight into this target
audience and showcased a need for open
dialogue and education.
With research at hand, the team developed
a unique campaign focused on educating
the UNI community of the five signs
of mental suffering, taking a proactive
approach to mental health and continuing
the conversation to make a lasting
impression in the minds of hundreds of
students.
3
Research

Situation Analysis:

Nestled in Cedar Falls, Iowa the University of Northern Iowa (UNI) is home to 11,905 undergradu-
ate and graduate students. As the smallest of Iowas state universities, UNI provides its commu-
nity with a unique feel of just the right size. Demographically, more than 88.4% of UNI stu-
dents are native Iowans which incorporates close ties to every Iowa county and community.

While UNI is a campus of inclusion, mental health awareness has just recently made a power-
ful presence on the campus. In 2015, the campus community faced two suicides within one
semester. These devastating incidents prompted a change in attitude towards mental health
awareness and sparked campaigns such as You Matter at UNI, a week-long initiative to em-
power students to begin a conversation as well as the ongoing One Is Too Many campaign that
involved professors and faculty.

While the campus community is incredibly receptive of mental health awareness messaging
and events, the challenge faced by UNI is pursuing an ongoing conversation of mental health
and well-being. One that makes a lasting impression in the minds of its students, faculty, staff
and community members.

The goal of the UNI PRSSA Bateman Team was to do just that, provide the community with
preventative actions by discussing the five signs of mental suffering in order to continue the
conversation of mental health.

In order to understand the comprehension and attitudes of the student body, the team con-
ducted secondary research by analyzing government websites (HHS.gov), the UNI student men-
tal health resources and published articles. They discovered:

One in five adults experience mental health issues, meaning 2,381 students at UNI
could be suffering
During the 2015-2016 fiscal year, 1,886 students visited the UNI Student Health
Clinic for counseling treatment which is an increase of 473 students compared
to the 1,413 students who visited during the 2014-2015 fiscal year (Counseling
Center Annual Report, 2015)
The UNI Counseling Center has seen a recent influx in scheduling appointments
(Roberston, 2015)

4
 UNI Student body leaders have been calling for increased funding and awareness for
mental health services (Charis-Charlson, 2016; Crippes, 2016)
17 members are a part of the UNI Student Health Advisory Committee or SHAC, an or
ganization dedicated to voicing health concerns of UNI students (Student Health
Clinic, 2017)

Primary Research: Survey

The UNI PRSSA Bateman team designed and distributed a ten question survey (see Appen-
dix A) in order to gage the perceptions of mental health suffering within the UNI community.
Through collaboration with the Northern Iowa Student Government (NISG), the survey was dis-
tributed the student body and harbored 339 individual responses. In conjunction with the UNI
IRB policies and procedures, survey responses were anonymous and participants could choose
to refrain from answering any question at any time.

79.3% of survey respondents were between the ages of 18-22

56.3% of respondents strongly agree that mental health has had an impact on them or
someone they know
Only 46.3% of respondents were able to recognize signs of mental suffering
In response to the statement I believe that the conversation on UNIs campus towards
mental health is open and supportive 41.9% of respondents agreed while 34.5%
were neutral.

Following the question, Is there anything more you would like to see done on campus regard-
ing mental health awareness? respondents were given a choice to explain their thoughts in a
short answer format. Out of the 106 responses:

Various respondents suggested more mental health awareness events or activities.

Id like to see more

More events centered
opportunities for
around education,
discussions on the topic.
maybe lectures on how
Id like to see more
to recognize signs
awareness events
in others.
on campus.

5
Research

Many respondents suggested informing students and the

UNI community of the mental health resources outside of the
campus.
I would like to see more
Multiple respondents suggested more opportunities to opportunities to help
change the conversation of mental health while reducing the people seek mental
stigma. health support both on
campus and off campus.
Primary Research: Interviews

The UNI PRSSA Bateman team conducted ten in-depth inter-

views (see Appendix B) with current students, residence life
employees as well as mental health professionals in the com-
munity and at the UNI.

Previous campaigns, such as the One is Too Many campaign, at UNI have helped to
spearhead the conversation of mental health awareness but more needs to be
done to continue the conversation.
UNI students might not be aware of the mental health resources available to them on
campus, in the community, or at a national level.
Awareness of the signs of mental suffering is limited for students, faculty, staff and
community members, especially when only speaking about depression.
Some campus staff, including Residents Assistants (RAs) are required to take mental
health classes in order to identify the signs of suffering amongst their residents.
The vibe on campus towards mental health is improving, but the negative attitudes
attached to mental suffering are still present.

6
Target Audience and Key Messages

Target Audience:
Throughout the campaign, the focus was on two main target audiences. The first was tradition-
al students, student leaders and Resident Assistants. The second was faculty, staff and com-
munity members. All who serve as thought leaders within on-campus residence halls and the
student body. By reaching these thought leaders, the team intended to extend their reach to
an even larger group of students.

Primary Audience:
The primary audience were traditional students and Resident Assistants. Channels such as so-
cial media, information tables in the student union, and an event were used to send messages.
Members of the team spoke about the five signs at residence hall meetings to reach Resident
Assistants. Information was sent by email to Resident Assistants to be forwarded on to their
residents.

Secondary Audience:
The secondary audience targeted were faculty, staff and community members. The Mental
Health Discussion Panel was used to reach both students and community members. The post-
ers were distributed to major departments and professors on campus.

Key Messages:
Change the culture of mental health at UNI
Opening the conversation and allow dialogue to occur about mental health and the
resources available to UNI students and community members
UNI Know the Signs
Educating students about the five signs of mental suffering
Explaining what to do if someone is showing the signs of mental suffering
Continuing the conversation about mental health at UNI
Continuing student engagement beyond tragedy
Integrating the conversation about mental health into everyday life
Proactive Approach
Taking a proactive approach to educating UNI students, faculty and staff

7
Challenges and Opportunities

Challenge 1:
After interviewing and speaking with those who encounter mental health, the UNI PRSSA
Bateman Team decided that the messaging and events needed to be proactive in nature, rath-
er than reactionary. Research gathered from the survey the team conducted found that stu-
dents would like to see more events and resources centered around education. The team need-
ed to raise awareness by providing educational opportunities and resources for students in a
proactive manner.

Opportunity 1:
UNIs campus community is extremely receptive of messaging to change the culture of mental
health. With the recent devastating incidents that occurred on UNIs campus, this prompted
a heightened interest in mental health awareness and sparked conversations. The team used
the receptive nature of the campus community to continue the conversation of mental health
awareness through events and messages.

Challenge 2:
When it comes to the conversation surrounding mental health, the UNI PRSSA Bateman team
realized that there needs to be an ongoing conversation of mental health and well-being, not
just when tragedy strikes. It needed to be one that makes a lasting impression in the minds of
students, faculty, staff, and community members.

Opportunity 2:
Northern Iowa Student Government (NISG) represents the student body and promotes various
student activities in the best interest of the student body. Having the support of NISG allowed
the UNI PRSSA Bateman Team to further extend their reach efficiently and effectively. Through
collaboration with NISG, the team was able to distribute a survey to the entire student body.

Challenge 3:
Identifying individuals to participate in a mental health discussion panel who were prominent
campus and community mental health experts, who were also credible and represented di-
verse groups was imperative.

Opportunity 3:
At UNI, several campus staff members including Resident Assistants, are required to take men-
tal health classes to help in identifying the signs of mental health suffering. By using these well-
versed individuals to help promote the goals of increasing awareness and providing education,
this allowed the team to recruit supporters of the UNI Know the Signs campaign.

8
Goals, Objectives, and Tactics

Goal Summary:
Our overarching goal of UNI Know the Signs of Mental Suffering was to change the way com-
munity members, especially students discuss and reflect upon about mental health. The goals
are a direct reflection of proactive education that reach different communities at UNI. In order
to ensure the five signs of mental suffering were kept at the forefront of the campaign, a goal
of the campaign was to ensure one day during a five day period was devoted to increasing the
know of the signs. In continuation of the theme of proactive education, an additional campaign
goal strived to build a connection with individual communities on campus in order to em-
bed messaging within the bedrock of UNI. To incorporate and facilitate discussion, a final goal
highlighted the importance of hosting a mental health discussion panel. Together, these goals
reinforced messaging of a proactive approach to the five signs of mental suffering while leaving
a long-term impression in the minds of campus community members.

SMART Goals:

Goal 1: Devote one day during a five day period to each sign of mental health suffering (person-
ality change, agitation, withdrawal, poor self-care, and hopelessness).
Objective 1: Promote each of the five signs on a different day of the week on social
media.
Rationale: Focusing on one sign per day allows us to slow down the education.
Tactic 1: Create appealing graphics that are optimal for Facebook, Twitter, and
Instagram
Tactic 2: Share the graphics on the three social media platforms on their
designated education day
Objective 2: Produce a video that introduces each of the five signs to be launched on
February 15, 2017.
Tactic 1: Invite people who are familiar with the five signs to be filmed in the short
video
Tactic 2: Film the video using an on-campus production studio
Tactic 3: Use iMovie to combine the clips from the video shoot
Tactic 4: Upload the video to UNI PRSSA YouTube channel and share on social
media at the beginning of the campaign
Objective 3: Host an informational booth in a central location on campus to
discuss with students about one of the five signs on each day.

9
Goals, Objectives, and Tactics

Tactic 1: Schedule a table in the Maucker Union to provide a space for

the information booth to be held
Tactic 2: Foster partnerships with community and campus organizations
Tactic 3: Create five handouts each focused on one sign for students to take
Tactic 4: Brainstorm a fun item that can be attached to the handout to
encourage students to stop at our booth
Goal 2: Educate five diverse campus organizations and/or departments that work closely with
students at the University of Northern Iowa by providing them with resources by March 15, 2017.
Objective 1: Identify three influential departments at the University of Northern
Iowa that have missions aligning with changing the culture of mental health.
Tactic 1: Reach out to these departments
Objective 2: Design and compile a media kit to be distributed to on campus groups.
Tactic 1: Compose and send a press release
Tactic 2: Include informational poster with panel details
Tactic 3: Include social media graphic that can be used and shared by recipients
Goal 3: Host a mental health awareness discussion panel featuring five prominent campus and
community mental health experts.
Objective 1: Identify diverse individuals from specific areas on campus and in the
community who encounter mental health suffering.
Tactic 1: Create a list of community and campus areas that could provide a unique
perspective on this topic
Tactic 2: Reach out to individuals in those areas and inform them about
the campaign
Tactic 3: Ask seven people to be representatives on the panel
Objective 2: Promote the panel using various methods to reach a wide audience.
Tactic 1: Design engaging informational graphics with details of event to be used
on social media and as posters
Tactic 2: Create Facebook event for panel discussion, and invite all relevant peers,
faculty, staff, and community members highly involved and interested in mental
health awareness
Tactic 3: Distribute and hang posters with panel details across campus
Tactic 4: Post graphics on all PRSSA social media platforms

10
Evaluation

During the implementation of the campaign, the team took over the UNI PRSSA Facebook,
Twitter, and Instagram platforms which house 185, 429, and 227 followers, respectively.

Goal 1: EXCEEDED
Devote one day during a five day period to each sign of mental health suffering (personality
change, agitated, withdrawal, poor self-care, and hopelessness).

Through social media, the team was able to hit 2,262 impressions. The team reached an
audience of 288 college students and faculty by hosting informational booths during
a five day period. The video highlighting all of the signs hit 657 impressions.
https://youtu.be/H6yRq2q47zo

Goal 2: EXCEEDED
Educate five diverse campus organizations and/or departments that work closely with students
at the University of Northern Iowa by providing them with resources by March 15, 2017.

The team reached out to 11 different organizations and departments on campus and in
the community. The UNI Department of Residence provided good access to help the
team each the largest portion of their target audience. The team attended eight Senate
Hall meetings that reached over 122 students and Resident Assistants. Additionally, the
media kit reached 78 Resident Assistants.

Goal 3: EXCEEDED
Host a mental health awareness discussion panel featuring five prominent campus and
community mental health experts.

Before the event, 50 posters were displayed to inform the campus about the panel
discussion. On Facebook, the event details reached 1,000 people. Through Twitter, the
event details reached an audience of 2,824 people.
The team hosted a mental health awareness panel on Tuesday, March 7th that featured
6 student leaders and campus and community professionals. This event brought over
30 students, faculty and staff together to learn about the five signs and fostered
conversation and questions amongst the audience and panelists.

Media Coverage
Featured in a weekly student, faculty and staff email newsletter
Two Northern Iowan reporters attended the event, interviewed multiple panelists, audience
members and team members, as well as took photos during the event

11
Conclusion

Primary research resulted in 339 students responding to a survey to indicate their under-
standing of the signs of mental suffering. Respondents indicated what they would like to see
changed, such as more mental health counselors at UNI, and further opportunities for open
discussion about mental health. In 2015, the UNI Health Center saw an increase in students uti-
lizing their services. This increase led to students being waitlisted for services, therefore bring-
ing the shortage of mental health counselors to the universitys attention. However, it should
be noted that the UNI Student Health Clinic recently hired additional counselors to serve the
campus community. In response to the feedback received in the survey, the team planned and
executed a discussion panel that provided an opportunity for attendees to open up about this
topic. If UNI Know the Signs can impact just one UNI student who is suffering, it has made the
difference in the longevity of the campaign.

I have grown so much and its so important for this topic [mental health] to
not be taboo. It needs to be embraced and people need to be loved and
supported. Mental health panels are a good step in the right direction.
- Ann Menser, UNI Student and Discussion Panel Attendee

Lasting Impact
After the social media discussion panel, the team designed Facebook profile filters for
UNI students to showcase their knowledge of the five sign of mental health suffering on a
public platform.
The UNI Student Health Clinic supported the UNI Know the Signs message and used it
as a platform to promote like messaging that will carry on long after March 15, 2017.
A community member from UnityPoint Allen Hospital was incredibly receptive to the
campaign. He was proactive in distributing UNI Know the Signs messaging and will
continue this support and distribution into the Cedar Valley Community beyond
March 15, 2017.
UNI PRSSA made a group pledge through the Campaign to Change Direction to
actively recognize the five signs of mental health suffering and take the lead in changing
the culture of mental health at UNI.

12
Events: (10%)
Microphone $15.00
Promotions: (8%)
50 color posters $13.38
Giveaways: (11%)
Fruit snacks $6.00
Lifesavers $11.57
Booklets: (71%)
Copyworks printing $87.58
Mailing $23.95

Expenses $142.48

Giveaways: (59%)
72 toothbrushes
travel toothpastes,
and bags $68.50
Bubble wrap $7.00

EVENTS: (41%)
Catered
Refreshments $53.46

In Kind Donations $128.96

Combined Total: $271.44

13
University of Northern Iowa PRSSA Bateman Team

Mikayla Lien, Case Director

Mikayla was responsible for ensuring all campaign goals, objectives,
and tactics were perfectly designed and properly executed. Majoring
in public relations and minoring in marketing, Mikayla is as junior
originally from Calmar, Iowa. Mikayla also serves as the 2016-2017 Vice
President of Communications for UNI PRSSA.

Katelyn Kuch, Assistant Case Director

Katelyn played the important role of poking holes in campaign plans
and ensuring each aspect of the campaign plan was plausible.
Majoring in public relations, Katelyn is a senior originally from Cedar
Rapids, Iowa. Katelyn also serves as the 2016-2017 Vice President for
UNI PRSSA.

Abigail Takes, Case Programmer

Abigail was key in planning, contacting, and scheduling all campaign
related events. Majoring in public relations and minoring in market-
ing, Abigail is a senior originally from Hiawatha, Iowa. Abigail also
serves as the 2016-2017 Vice President of Recruitment for UNI PRSSA.

Mallory Feeney, Case Reporter and Outreach

Mallory was responsible for keeping both advisors in the loop about
campaign plans as well as building connections with additional on
campus groups. Majoring in public relations and minoring in political
science, Mallory is a senior originally from Dubuque, Iowa. Mallory also
serves as the 2016-2017 Chapter President for UNI PRSSA.

Trevor Rayhons, Case Secretary

Trevor played an important part in ensuring each great idea was
documented and designing the case study booklet. Double majoring
in public relations and marketing, Trevor is a junior originally from
Garner, Iowa. Trevor also serves as the 2016-2017 Vice President of
Programming.

Jeffrey Brand, Ph.D., Academic Advisor Jacob Shultz, Professional Advisor

14
References

Charis-Carlson, J. (2016, February 16). Students ask lawmakers to increase mental health
funding. Iowa City Press-Citizen. Retrieved from http://www.press-citizen.com/story/
news/education/college/2016/02/16/students-ask-lawmakers-increase-
mental-health-funding/80462868/

Crippes, C. (2016, April 1). UNI leaders call for student mental health help. The Courier.
Retrieved from http://wcfcourier.com/news/local/education/uni-leaders-call-for-student-
mental-health-help/article_a2e3acf1-9cae-5cd9-a8ed-9115d8dacefb.html

Counseling Center Annual Report Fiscal Year 2015. (2015). University of Northern Iowa.
Retrevived from https://counseling.uni.edu/sites/default/files/cc_2015annualreport_
upd_1.pdf

Izer, K. (2016, October 24). Mental Health Awareness Week at UNI. Office of University Relations.
Retrieved from https://www.uni.edu/resources/features/mental-health-awareness-week-
uni

Mental Health Myths and Facts. (2014). United States Health and Human Services. Retrieved
from https://www.mentalhealth.gov/basics/myths-facts/

One is Too Many. (2017). University of Northern Iowa. Retrieved from

https://oneistoomany.uni.edu/

Robertson, J. (2015, November 19) Keeping mental health in check. The Northern Iowan.
Retrieved from http://www.northerniowan.com/3152/news/keeping-mental-health-in-
check/

Student Health Clinic. (2017). University of Northern Iowa Student Health Advisory
Committee. Retrieved from https://health.uni.edu/clinic-information/shac

2016-2017 Fact Book. (2016). University of Northern Iowa Institutional Research & Effectiveness.
Retrevied from https://ir.uni.edu/sites/default/files/2016_uni_factbook.pdf

15
Appendices

Appendix A:
Outlined below is the ten question survey designed by the team with IRB approval and distrib-
uted by the Northern Iowa Student Government (NISG). Through the UNI Google Forms plat-
form the survey was taken by 339 UNI community members, 106 who chose to answer a short
response question. Each respondent had a choice to answer or not answer any question.

A team of students involved in the Public Relations Student Society of America (PRSSA), a
student organization, is seeking your help to gather research for a project. The results from this
survey will be used to help them better plan and implement a mental health awareness cam-
paign on our campus. They want to know what the students think about mental health aware-
ness at UNI. Your voice matters. Help them help our campus by completing the survey below.

1) Age (short answer response)

2) Academic Standing:
a) Freshman
b) Sophomore
c) Junior
d) Senior
e) Other

3) Gender Identity:
a) Male
b) Female
c) Transgender
d) Gender non-conforming
e) Other, not listed

4) Please identify the sign (s) of emotional suffering/pain. Check all that apply*
Personality Change
Agitation
Withdrawal
Poor Self-Care
Hopelessness

16
5) Mental illness has had an impact on me and/or someone I know.
Strongly agree
Disagree
Neutral
Agree
Strongly agree
Disagree

6) I am able to recognize when someone is suffering from a mental illness.

Strongly agree
Disagree
Neutral
Agree
Strongly agree

7) Do you think mental health resources are readily available to students on UNIs campus?
Yes
No
I dont know

8) I believe that the conversation on UNIs campus towards mental health is open and
supportive.
Strongly agree
Disagree
Neutral
Agree
Strongly agree

9) Is there anything else you would like to see done on campus regarding mental health
awareness?
No
I dont know
Yes (please explain below)

10) If you answered yes to the question above, please explain below (optional response):

17
Appendices

Appendix B:
Outlined below are the eight qualitative interview questions the team asked ten different indi-
viduals who have a notable connection to mental suffering. Those that were interviewed in-
cluded the President of the To Write Love On Her Arms UNI student organization, two represen-
tatives from the UNI Student Health Clinic and Counseling Center, one mental health specialist
at UnityPoint Allen Hospital in Waterloo, Iowa, one Area Coordinator at Wartburg College in
Waverly, Iowa, one Health Promotion Coordinator at the UNI Wellness Center, and one Director
of Residences Life at UNI.

1) Are you familiar with the five signs of suffering?

2) Do you know if students understand the signs of suffering?

3) Do you think faculty and staff understand the signs of suffering and how to identify students
that are suffering?

4) If you personally recognize that someone in your life is suffering, what do you do?

5) If you wouldnt know how to help someone, what would you do to help someone who is
suffering?

6) What do you see/feel as far as the vibe on campus towards depression or suffering?

7) Do you think there is enough education to students on depression or suffering?

8) Do you think mental health resources are readily available to students?

18