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Our Agenda

1. What’s Wrong?
2. Situation Analysis
3. Strategy + Insights
4. Art + Copy
5. Next Steps
What’s Wrong?
 How do we fight the
stigma surrounding
THE depression and suicide
PROBLEM which too often are
considered taboo and
unfit for discussion?
Why we’re here

To combat the stigma.

Situation
Analysis

S.W.O.T Analysis
Competitive Landscape
Cultural Landscape
Situation Analysis

S Passion, Evidence-Based Programs,

Founder’s Story, Strong Mission Statement
Situation Analysis

S Passion, Evidence-Based Programs,

Founder’s Story, Strong Mission Statement

W Social Media, Engaging visuals, Marketing,

Age Restriction of Students
Situation Analysis

S Passion, Evidence-Based Programs,

Founder’s Story, Strong Mission Statement

W Social Media, Engaging visuals, Marketing,

Age Restriction of Students

O Increased stress levels due to COVID, Changing

Stigma of Who is at Risk, College Outreach
Situation Analysis

S Passion, Evidence-Based Programs,

Founder’s Story, Strong Mission Statement

W Social Media, Engaging visuals, Marketing,

Age Restriction of Students

O Increased mental health issues due to COVID, Changing

Stigma of Who is at Risk, College Outreach

T Funding problems associated with COVID, The Stigma of

Suicide and Depression.
CHADS’ Essence Wheel
Find help Dedicated
and support
Engaged
Educate
What CHADS Facts & Symbols Compassionate How I would
Increase
does for me awareness Founders describe CHADS
St. Louis, MO Founder’s Story Trustworthy

Break the Second leading 149,000

stigma cause of death deaths since Supportive
ages 10-34 1991
Break the Stigma

Exposed
Courageous Hopeful Caring

Welcoming Inspiring Visible

Strong
How CHADS Personable
Brave
How CHADS
makes me look Self-aware
Brand Personality makes me feel
Accepted

Vulnerable Loved

Understood
 From to

Mental health service provider Mental health warriors

 From to

Mental health service provider Mental health warriors

Just another counseling The best coalition in St. Louis

program combating mental health
 From to

Mental health service provider Mental health warriors

Just another counseling The best coalition in St. Louis

program combating mental health

Providing the best mental health Combating the stigma of

services through evidence mental health to save lives
based programs
 From to

Mental health service provider Mental health warriors

Just another counseling Best mental health coalition in

program St. Louis

Saving every possible life using

Evidence-based programs. evidence-based programs

A relatively unknown service for A respected service that

schools and their educators creates student and faculty
advocates
Competition
Compass Health Network
Operates in 45 Missouri counties. 40 buildings dedicated to behavioral health and
LOCATION 17 additional locations dedicated to substance use disorders, dental health, and
pediatric/family medicine.

A non-profit healthcare organization providing a full continuum of behavioral health

OVERVIEW
services as well as primary and dental health services throughout Missouri.

Compass uses a collaboration of care involving the individual customer, personal

METHODOLOGY
providers, and family members. Their services are enhanced by data and
/FOCUS
technology to ensure customers receive effective evidence-based care.

DIFFERENTIATOR Early-Intervention school services

CLIENTS Children, adults, & family units

Compass Health Network

Promoting hope and wellness through an integrated, compassionate service

“Through collaborative communications that build on our history, our mission

PURPOSE and our internal performance values, we can elevate perceptions, eliminate
stigmas, and change the conversation into a more contemporary and
whole-person view of health.”

MOOD/FEELING Professional, thorough, connected, clean, intensive

KEY BRAND Licensed psychologists & psychiatrists, assistance programs

BENEFIT
Provident Behavioral Health

LOCATION Four offices throughout the St. Louis/Jefferson County metropolitan area.

Provident provides evidence-based counseling to over 2,000 youth and adults annually,
OVERVIEW
many of whom could not otherwise afford professional therapy.

METHODOLOGY Creating non-judgemental spaces in counseling, support groups for survivors, and a
/FOCUS social media to explore experiences, behavior, and beliefs.

DIFFERENTIATOR After-school programs, training programs, partnership with Mary Ryder Home

CLIENTS Kids and the elderly

Provident Behavioral Health

Creating a positive future for those in need by providing accessible mental health services

PURPOSE “Provident recognizes the unique emotional needs of those who have experience
with suicide. We offer professionally-staffed services that provide caring support
that encourages sharing, learning, growing, and healing.”

MOOD/FEELING Positive, gentle, relationships

Social networking site, Feeling Kinda Blue, dedicated to those with depression and anxiety
KEY BRAND disorders
BENEFIT
Long history: founded in 1860 to address societal problems resulting from economical and
emotional stress
Key Takeaways

Essential Missouri Non-Profit Effective Online Services

Broad healthcare network with Partners with schools to spread
professional services and locations awareness and uses the internet to
throughout the state attract volunteers

Having already established support groups in a

Wide-ranging programs and access to data physical space, Provident leverages the online
keeps clients coming back to Compass as a space to expand their community to give their
premier mental health benefactor in Missouri. clients an additional safe place to feel
comfortable.
Key Takeaways For CHADS

● CHADS should leverage not only empirical data like Compass, but should also create trust through
evidence that CHADS works.

● Make people feel seen. Both Compass and Provident have negative reviews because they either
neglect scheduling appointments for those in need or they are rude once they are face-to-face with
patients. Customer service and empathy are crucial to this kind of work.

● Provident has done a great job building communities for their patients. Look into different channels for
building support groups, the way Provident made Feeling Kinda Blue to create an online support group.
Stigma Research
“Fear of being publicly stigmatized
seemed to clearly limit a person’s
willingness or ability to seek help for
a mental health risk or experience of
suicidal thoughts”(National Institute of Health)
Young people aged 16-24 were found
to be less likely to receive mental
health treatment than any other age
group. (Mental Health Foundation)
A common reason why mental health
can be a taboo subject is a fear of
appearing weak and vulnerable in front
of others. (Psychreg.org)
SUICIDE RATES
Map represents suicide rates in each
state in 2018.

● Missouri is among the states with

the highest rates of suicide
● Suicide is the second leading
cause of death among individuals
aged 10-34.
● Between 1999 and 2018, the
total suicide rate in the U.S.
increased 35%
● In 2018, the suicide rate among
males was 3.7 times higher
than females.
National Institute of Mental Health
CULTURE

Stigma Lack of Education

About 1 in 5 children
(22.9%) aged 3-17 years “...individuals and families continue to struggle
with depression don’t
receive treatment.
to find the help they desperately need,” said
Linda Rosenberg, President and CEO of
2 in 5 children (41.7%) aged National Council for Behavioral Health. “Mental
3-17 years with anxiety
haven’t received treatment.
health and addiction providers need adequate
funding to hire skilled staff, employ
evidence-based practices and adopt
Nearly half of children
(47.5%) aged 3-17 years innovative technologies – all of which will help
with behavior disorders us meet demand.”
have not received treatment

~ National Council for Behavioral Health

 Stigma Research

This is because society in general has

stereotyped views about mental illness and
how it affects people. Many people believe
that those with mental ill health are violent
and dangerous, when in fact they are more at
risk of being attacked or harming themselves Nearly nine out of ten
than harming other people. people with mental health
The situation is exacerbated by the media. problems say that stigma
Media reports often link mental illness with and discrimination have a
violence, or portray people with mental
health problems as dangerous, criminal, evil, negative effect on their
or very disabled and unable to live normal, lives.
fulfilled lives.
(Mental Health Foundation)
Strategy &
Insights
Target Audience
Insights
Key Benefit
Objectives
Target Audience

Primary:
Parents, educators, superintendents,
principals and other stakeholders in the
education community.
Administrator
Meet Diane
Diane is a 55-year-old
mother and the principal of a
St. Louis high school. She
loves working in the school
system because she is proud
to say she is helping raise the
next generation. Every day
she looks forward to coming
home from work to her two
teenage kids Rob and Kate.
“Kids bring joy into
my life every day. I
care deeply about
them and hope they
say the same thing
about me.”
Values: Relationships,
Family, Productivity
Motivations: Seeing
others succeed;
ensuring the best for
her students
in-school Counselor

Meet Anna
Anna is a counselor at a St.
Louis-area middle school
and works with many kids
who deal with mental
health concerns. She wants
to make sure her office is a
safe space and loves being
able to help them each and
every day.
“I love being able to
make a difference in
my students’ lives.”
Values: Compassion,
Connection, Patience
Motivations: Student
success, relationships,
& impact
Target Audience

Secondary:
10-18 years old students in the St. Louis
area.
Student
Meet Tom
Tom is an eighth grader who
recently moved to the St.
Louis area. He has adapted to
his new school well, getting
along with other kids and
finding friends by joining the
cross country team. Despite
all this, Tom doesn’t feel good
and most nights he has
trouble sleeping. He’s afraid to
mention his problems to his
parents and gets agitated
when they ask if something is
wrong.
“What I like about cross
country is I’m just running, I
don’t think about anything
else. That hasn’t been the
case recently. And I’m not
quite sure what’s wrong”
Values: Integrity, Play,
Friendship
Motivations: Fitting in
with others, making his
parents proud
Insights

Parents want the best

Although adolescents
Adolescents, their for their children,
want to feel good,
parents, and their ensuring they are
when they need help,
educators need safe, happy, and
they are either afraid,
expert help and healthy but can easily
unwilling, or lacking
support to effectively miss the warning
information to reach
deal with suicide. signs of their child
out.
needing help.
THe one thing we want to say

CHADS combats the taboo of mental health.

Objectives

1. Normalize conversation around suicide and depression

2. Raise awareness in order to get CHADS into more schools.
Art + Copy

Big Idea
Moodboard
Tagline
Manifesto
The Big IDea

Eliminating the stigma of depression and

suicide with programs that drive results.
Mood
Board
Tagline

At CHADS it's personal.

Manifesto
We’re in the business of saving lives.

We’re devastated by the epidemic of mental illness plaguing adolescents in our country: a disease that has taken the lives of 149,000
adolescents since 1991 and the second leading cause of death for ages 10-34. From Missouri to Colorado and everywhere in between,
adolescents are denied proper mental health services, often struggling with depression and suicide alone.

Because of the stigma surrounding the disease, adolescents fear asking for help. At CHADS we fight the stigma, combating the
epidemic of suicide and depression to save lives.

At CHADS it’s personal. Our founders Marian and Larry McCord lost their son to suicide. Shortly after their loss, they started CHADS.
Dropping their careers, they dedicated their lives to advancing the awareness and prevention of depression and suicide. Now, 16
years later, CHADS continues to help those struggling with mental illness, providing counseling and awareness programs to
adolescents in the St. Louis area.

We’re working tirelessly to get every adolescent in the St. Louis areas proper care by running programs that take a modern approach
grounded in evidence to attack the taboo subject of mental illness. While many schools, administrators and parents are often
reluctant to talk about this subject, we embrace it. We leave the stigma of mental illness at the door. Our extraordinarily dedicated
staff engages students through their compelling presentations and counseling.

We’ve helped over 7,500 students and 600 families with our evidence based programs that drive real results. Receiving mental
health services shouldn’t be difficult. And at CHADS, through our evidence based programs we not only help those struggling with
mental illness, but help to remove the taboo of depression and suicide.
Next Steps

Brand Essence Wheel

From → To
Our Plan
Our Plan
Social Media Campaign

● Anonymous quotes
● “What are the next
steps”
● Posting schedule
● Interactive Posts
● Call To Action links
● Fighting the Stigma
Our Plan
Social Media Campaign Posters

● Anonymous quotes ● Located in Schools,

● “What are the next Superintendent
steps” Offices, etc.
● Posting schedule ● Infographics
● Interactive Posts ● “Next Steps” after
● Call To Action links programming
● Fighting the Stigma
Our Plan
Social Media Campaign Posters Email Campaign

● Anonymous quotes ● Located in Schools, ● “How to get help

● “What are the next Superintendent for your student”
steps” Offices, etc. ● Weekly Newsletter
● Posting schedule ● Infographics ● Updates
● Interactive Posts ● “Next Steps” after ● Client Testimonials
● Call To Action links programming
● Fighting the Stigma
Let’s keep the ConVersation going