SUSPENDERS

4 HOPE

CREATED BY: ETHAN ADAMS, LOGAN MARTIN,

BRODRYK RODRIGUEZ, AND ALEXANDRA GARCIA
Executive Summary 01
Need:
Suspenders 4 Hope is an organization on campus with the goal of promoting mental wellness and
preventing suicide. They tasked our team with the goal of increasing the number of prevention
trainings being taken by WSU Staff and Faculty. Before being able to complete this goal we believe
that there is a need in increasing their brand presence on campus which will then be followed by an
increase in training being completed.

Goal:
The goal of this campaign is to increase the total amount of prevention training from the
Suspenders 4 Hope team being completed by Wichita State University. We hope to see a 20%
increase in these training sessions from students and faculty.

Strategy:
Our strategy to complete this goal is our Take 10 campaign. All it takes to make an impact on
someone’s life is 10 minutes. That window of time is all it takes to talk someone out of a major life
decision. Take 10 is a call to action for others to find some time to give another person hope, a
positive interaction, or a break with a friend. By emphasizing the importance that 10 minutes can
make we hope to be able to both strengthen the presence of Suspenders 4 Hope on campus and
the number of prevention trainings being completed. A part of this is changing how we use and
view certain parts of language. Taking is a selfish act, and giving is not. By taking 10 and then
giving it back to another, it creates a mentality of being selfishly selfless.

Tactics:
The tactics used for the Take 10 Campaign revolve around a balanced mix of digital
communications, print and physical collateral including: Guerilla advertising, through Shocks of
Hope, Social media graphics, Clings, Print Advertisements, and Promotional Items.

Budget:
Our campaign’s total budget, including print, guerilla, and social media advertisement has a total
anticipated cost of $2,883.16.
Table of Contents 02
Page Section
01 Executive Summary

02 Table of Contents
03 About Us

04-10 Creative Brief

11 Research

12 Budget

13 Schedule

14 The Why

15-25 Tactics

25-27 Recommendations
About Us 003
Logan Martin
Logan is a senior graduating in Fall 2023 with a bachelor’s degree in Integrated
Marketing Communication. Logan Martin is a marketing strategist, writing and
storytelling extraordinaire with a penchant for pushing himself the extra mile.
Dedicated to planning, organizing and achieving goals, his background in
integrated marketing communications guides companies through any business
objective with genuine authenticity. His love to create, interact, and grow builds a
foundation centered on developing relationships with those around him while
transforming the status quo.

Alexandra Garcia
Alexandra is a senior graduating in Fall 2023 getting a bachelor’s degree in
integrated marketing communications. Alexandra has a passion for design, and
helping others which has shown as she has worked as a CNA for 5 years and is
currently interning at a local non-profit organization, Alce Su Voz, redesigning their
website. Post graduation Alexandra hopes to stay in Wichita to gain experience
before venturing out of state.

Brod Rodriguez
Brod is a senior graduating in Fall 2023. He is getting his degree in integrated
marketing communications. Brod has a passion for mission driven work and has
been a part of the Greater Wichita YMCA for almost 9 years in various director level
roles. His strengths fall strongly into writing, research and data analytics. Brod is
currently evaluating whether to go straight into grad school or to seek a new job.

Ethan Adams
Ethan is a senior graduating in Fall 2023. He will be receiving two bachelor’s
degrees, one in integrated marketing and communications, and the other is English.
Ethan has a passion for design and pairs that with his interests in data, human
resources, and advertising to stand apart from others. He is currently an Operations
intern for Bombardier honing his data analytics skills but hopes after graduation to
get into advertising through an agency. Ethan prides himself in his work ethic and
drive that will carry him far no matter where he goes.
Creative Brief 04
04
Objective:
SMART Analysis
The primary goal is to increase the total number of pre-

S
Specific

vention trainings taken at WSU via Suspenders 4 Hope by

20%.
Measurable

M
The way this can be tracked is by measuring the monthly
digital and in person trainings, and then
create a quarterly average once a base line has been es-
tablished. We know
Achievable

A
The 20% goal is based on current metrics given by S4H
and their current brand recognition in the
campus community.

The information pertinent to our baseline knowledge is

R
Relevant

that typically there is an increase of prevention training

near the beginning of the academic
semesters. Fall has a huge potential for a boost
because September is mental health awareness month.
Time-bound

T
The campaign itself would run the entirety of the
academic year and would have monthly metrics that are
kept track of to compare data from prior years.
Creative Brief Cont . 05
05
Insights:
Maslows Hierarchy of Needs
Self-Actualization
1.
Esteem
2.
Respect, self-esteem, status, recognition, strength
and freefom.

Love and Belonging

Friendship, intimacy, family and a sense of
connection. 3.
Safety Needs
Personal security, employment, resources, health
and property. 4.
Physiological Needs
Air, water, food, shelter, sleep, clothing and
reproduction. 5.
Love and Belonging and Esteem
S4H offers training that can have a direct impact on lives. This training offers a sense
of self-accomplishment, and can contribute to a higher sense of self-esteem. It
creates a community that cares by virtue of what it stands to do. It allows its
participants to have the tools to experience and demonstrate a deeper level of
empathy, compassion, and gives a deeper level of understanding for those currently
struggling.
Creative Brief Cont . 06
06
Reasons to Beleive:
A Cause to Help Save Lives-
S4H creates the avenue to have a well
informed and trained population ready to
both prevent and intercept a well known
community crisis.
Impactful and Lasting
Information-
The information learned creates
opportunities for a deeper level of
understanding and empathy for others’
experiences. It gives participants the tools
and knowledge to have an immediate
impact in their community.
Inspiring and Positive-
Creating and inspiring hope is intrinsic to
the S4H brand. The goal is to empower
and uplift training participants and to allow
them to spread that same love and energy
to others around them. To be more present
for those around them and be able to
identify people struggling.
Data Driven and Speaks to
Communcal Experiences-
The information given to recipients is
curated, collected, and based on current
national and local statistics. The stories are
personal, intimate, and express the human
factor of the statistics. Both offer powerful
perspectives on the same topic.
Creative Brief Cont . 07
07
SWOT Aalysis:

S W O T
Strength’s Weaknesses Opportunities Threats
S4H is all about While mental health Strengthen the Suicide and
positivity, is currently in the presence of the suicide prevention
awareness, and spotlight, there is brand on campus is a tough topic to
empowerment. a stigma around and the associated speak about to any
Mental health is talking about it prevention audience. It ties in
currently a major openly. The ambassadors. Put with the
contributor to the target audience isn’t training societal stigma
current clearly defined and completions on around mental
cultural zeitgeist. is more of a transcript. Changing health. The training
The training shotgun approach and redefining the and topic itself is
provided is easy to when engaging word training. very on the nose
access, optically with the community Digital access to and heavy to digest.
pleasing, and is able and students. The certificates for The podcast format,
to be done over branding and Linked In. while wonderful and
multiple sessions. identity of S4H Redefining what modern, creates a
The training leaves is inconsistent in prevention can look sense of
you feeling regards to campus like. disconnectedness
empowered and and online with the listener and
hopeful. The presence. it is less
branding and interaction which
iconography for creates an
S4H is strong. environment of
being talked at and
not with.
Creative Brief Cont . 0088
Target Audience:
We identified three core target audiences that comprise the WSU population demographic
most susceptible to interacting with the training. The groups in question encompass the
differing generalized attitudes and beliefs held amongst them. There is an outlier in
subgroups. These sub groups however did not have enough distinction to warrant a target
audience, but enough to grant them recognition as a potential group to market to.

2 Student Leader-
Heavily involved, 4 Sub-Groups-
Grad students,

1 3
Junio/Senior athletes, health
Eager Student- (21-24 years old), Non-Traditional- professions,
Heavily involved, Passionate about 26 + years old, educators and
Freshman/ diversity and Strapped for time, community
Sophmore inclusivity, Lack of interest advocates. These
(18-20 years old), Shepherds that for on campus individuals are
Excited and foster the next activities, leaders in their
curious, Driven group of leaders, Independent and own space but not
and open-minded physical and engaged with on campus. The
and digital media digital media direct goals. varying clubs on
driven. campus that are
student involved
but isolated in their
own groups.

1 2 3 4
Creative Brief Cont . 009
The Creative Big Idea:
Take 10
All it takes to make an impact on someone’s life is 10 minutes. That window of time is all it
takes to talk someone out of a major life decision. With that, the idea behind Take 10 is born.
Take 10 is a call to action for others to find some time to give another person hope, a positive
interaction, or a break with a friend.

Phrasing Methodology
Selfishly Selfish-

Being selfishly selfless is another core principle of the campaign thought process. By taking
10 minutes, you are giving hope to another. You take 10 minutes from any of your regular daily
activities to give back. Challenging the notion of what the word selfish means, and creating a
new altruistic definition of it to help incite others to meet the call to action.
Take 10-

Taking 10 minutes to give hope. This could equate to doing dishes, walking your dog, losing
an online game, driving for food, etc. Even cutting back on one of those for a brief period of
time to reach out to someone close to you could be life changing.

Unique Selling Proposition-

S4H is the only school group on campus actively pushing for an honest and caring conversa-
tion about a serious topic in suicide prevention. The narrative and history of the program sets
it a part from the typical health and wellness initiatives at WSU.

Verb: Leverage-

Leveraging everyone’s self interests to affect a communal net benefit. In other words, being
selfishly selfless. The leverage and wording methodology all stems from the core idea of taking
time to give hope to another. A selfish action converting into a selfless act. Redefining what we
interpret certain words or phrases to help bring the target audiences into the fold.
Creative Brief Cont . 10
10
Strategic Approach:
Positioning-
The positioning intent is to create and illustrate the core concept and identity behind S4H by
building positive, encouraging, and mindfulness driven messaging that resonates with the
WSU population. The student demographic is wide, but they all share at least one thing in
common: they are Shockers, and Shockers care. Knowing Shockers care about their
contemporaries allows us to shift the narrative around what S4H is all about. The position
then taken is that S4H is all about engagement with the student populace, providing beneficial
services and training, cares about the students it serves, and ultimately that it is worth the time
investment.

Lifestyle-
Take 10 is a daily choice to engage with a healthy lifestyle physically and mentally that helps
build and support student wellness. With Take 10, a student becomes part of a community re-
volving around the core tenets of hope, selflessness, and caring. “Selfishly selfless.” A tenet of
what Take 10 means is to engage with friends, family, and the community in a meaningful and
caring way. Being intentional to want to help others.

Tactics:
1. Tone
2. Print
3. Promo
4. OOH
5. Events
6. Social Media/Digital
 Research 11
11
Premise:
In the research phase, we focused on schools that were the highest rated in the country in regards to
mental wellness for higher education. We wanted two sample pools to look at: a school with a compara-
ble size, and a school that was larger. Both serve unique populations and offer us a chance to gauge the
headspace of program leaders in the field.

Colorado State University- Duke University-

Janelle Patrias is the Manager of Mental Health We spoke to Tom Szigethy, the Director and
Initiatives at Colorado State University. CSU utilizes Associate Dean of Students at Duke
a wide variety of health and wellbeing workshops to University. The core thesis behind their
keep its finger on the pulse and needs of the program is all about proactive prevention.
student population via proactive prevention. They Creating programs and workshops that are
have the traditional prevention training through a student led to drive student involvement. All
program they partake in created by Cornell Duke does is provide space and funding. The
University, but they mainly focus on student goal is to offer opportunities to deepen student
engagement events on campus. An example she connection by means of interactive activities
provided was a sticky note wall that you can leave that involve the use of hands. They looked
a message of hope on, or a way to write a worry at the core issue and determined that stress
and be able to express it physically. They embody was the root cause of student mental wellness
a slogan on campus: “Rams take care of Rams”. episodes and incidents. The result of that was
Using a built in culture of caring to challenge the shifting their program offerings to be more
stigma around mental health and the unfortunate involved directly with the student population
end result that it can be taken to has been a great and creating avenues of interaction to help
challenge, but also one of success for CSU. Across release some of the stress that is built up.
their program’s workshops and traditional training,
they see about 3000 students participate per
academic year.
Commonalities-
Both schools focused on a term used called “proactive prevention”. They offered training for students
and staff to partake in, but they saw it as a half measure. They wanted to create outlets for students to
get more engaged with each other, but also to get students more involved with the wellness centers on
campus. Creating that sense of trust and structural relationship was key for their success at helping stu-
dents maintain relatively stress free environments, which led to a downturn in suicide rates and frequen-
cy. The end result was to keep their curriculum and still offer in person training, but to utilize student
resources and earned trust to create an environment which allowed open transparency around mental
health and thoughts of self harm as a conversation to be had.
Budget 12
12
 Schedule 13
13

Evaluation Plan:
Goals-
To increase participation and total amounts of training quarterly by at least 20%. To build more
recognizable brand recognition on campus.
Further Goals from The Campaign:
Increase participation of on campus participants by means of new marketing and on campus
presence. This would involve print media, social media, OOH, and opportunities marketing to
engage and draw in an audience.
Recreating the marketing to meet the contemporary audience. Utilizing core principles in a
new way to relate to Gen Z.
Measurement in monthly metrics. Dedicated role given to S4H member. Categorized by
demographics to know which targeted community.
 The Why? 14
14
S4H is a homegrown organization dedicated to combating a serious issue. Suicide is a crisis
that impacts communities across the US.

When Broken Down-

There are 283,088 people affected
by suicide per year and when we
divide that number by the U.S.
population of, 328,000,300, we 45,799
get 0.061. This means that there people
are at total of 45,799 suicides in affected
the U.S. per year. Further, if we yearly
take the number of suicides in the
U.S. we determined earlier, 45,799
and multiply that by 0.061, we get
6.18. This is the number of people
in the people affected by suicide
in the U.S. per year.

13.5 suicides per 100,000 people in

US per year. Wichita has a population
of around 395,699, using the 13.5 sui-
cides per 100,000 people the average
53.4 yearly in ICT
for Wichita would be 53.4 per year for
the total population.

In the U.S. the national average for 1.64 WSU/WSU

suicides amongst students is 7.5 per Tech students per year
100,000 per year. There are a total of
21,942 students who attend WSU and
WSU tech combined. When we take the
7.5 multiplied by 100,000 and we get
0.000075. Further we take 0.000075 and
multiply it by the WSU and WSU tech’s
combined student population we get 1.64
students who completed suicide per year
Tactics 15
15
Guerilla/Out of Home Advertising:

Shocks of Hope is an opportunity to raise awareness of Suspenders 4 Hope and what they
stand for while also spreading kindness and affirmations to Wichita State Universities
students that may currently be struggling personally. These will be given out by using a
gumball machine placed in popular locations on campus such as the Rhatigan Student
Center help desk, Shocker Hall, and the dining hall. This gumball machine will give out a
small container to a student that holds an affirmation, QR code to Suspenders 4 Hope
resources, their free 90 minute training, and a small testimonial emphasizing the need to
Take 10. Our hope is that these Shocks of Hope will provide students with motivation and
the proper resources needed to Take 10.
 Tactics Cont. 16
16
Print Ads:
The print ads design method centered around the idea of Take 10. Providing avenues of
what you could take 10 minutes from, and that ultimately it could translate to giving
someone hope, inspiring them, or even saving a life. Taking time to engage in a selfless act.
Visually, they stand to draw attention to the core ideas of our campaign. The use of
contrasting colors helps bring the audience in.

Print Ad One
 Tactics Cont. 17
17
Print Ads Continued:

Print Ad Two Print Ad Three

Tactics Cont. 18
18
Clings:

Cling One Cling Two

 Tactics Cont. 19
19
Digital/Social Media Content:
For social media, three platforms were chosen as the methods of delivery: Facebook, X
(formerly known as Twitter), and Instagram. The design elements are consistent across the
board, but formatting and purpose are vastly different. For all three, we chose 3 templates
for posting: an informational post with wellness tips, one centered around an offering or
event that S4H does, and one that highlights one of the team or a member in the
community. With each template, it is easy to maneuver and update them as new information
needs to be communicated. The idea behind them was to be distinct, but easy enough to
change as needed.

Facebook Ambassador Spotlight Post-

 Tactics Cont. 220
0
Digital/Social Media Content Continued:
Facebook Event Post-

Facebook Wellness Post-

 Tactics Cont. 21
21
Digital/Social Media Content Continued:
Instagram Event Post Instagram Ambassador Spotlight Post

Instagram Wellness Post

 Tactics Cont. 22
Digital/Social Media Content Continued:
Twitter Ambassador Spotlight Post

Twitter Event Post

Twitter Wellness Post

 Tactics Cont. 23
Promotional Content:
The promotional items we created are in four categories: hats and beanies, shirts, buttons,
and stickers. The core idea behind them was to still keep the visual of S4H there, but in a
way that the outside target audiences would more likely engage with apparel items. The
logo is present in all of the concepts, but not in the ways that it existed prior. For the shirts,
we opted to have the suspenders logo on the front, and messaging and design on the back.
The hats and beanies display either the logo or the Take 10 branding. Take 10 is an ex-
tension of S4H, and will drive the audience back into being part of something greater. The
buttons and stickers share the same design philosophy as well. Drawing the viewer in with a
modernized approach to the branding of S4H.

S4H Beanie Take 10 Beanie

S4H Hat Version 1 (front) S4H Hat Version 1 (back)

 Tactics Cont. 24
Promotional Content Continued:
S4H Hats Version 2

S4H Hats Version 3

Take 10 Shirt (front v. 1) S4H Shirt (front v. 2) S4H Shirt (back)

 Tactics Cont. 25
Promotional Content Continued:
Take 10 Enamel Pin

Take 10 Stickers

Take 10 Pin Mockup

Recommendations 2266
Wu Box/WSU Black Box:
The WSU Black Box would be given to
incoming freshmen living on campus, and
those other new persons arriving on
campus in the Flats. The box will serve as a
few things: the first is to give students a
feeling of safety away from home. It will have
a sleeping mask, campus and health service
related resources, a coloring book, a coupon
book for the RSC, some tea packets, some
medical supplies for a bad day, a safe sex kit,
and some stickers and a pin for S4H
branding. The box itself would have 5 sides
available for advertising campus programs
that are offered. The top of the box would
have S4H branding with a link.

Student Led Workshops:

Workshops funded by the campus wellness center that are led by students. The idea is to create
S4H as the hub for all things student wellness. Hope can be found in connection and community.
It would be responsible for fostering that sense of brotherhood and sisterhood that would take
the form of interactive workshops. Knitting, tea ceremony, bongos, a book club but with albums
instead. Things that promote working with your hands or engaging in social conversation.
Campus Activities:
Bongo firepit circles. Maybe not the
firepit, but hands-on activities that
have students engage in
non-traditional activities as a form of
expression and community.
Creating avenues of communal
formation and student cultural
identity will act as a prevention tool
and allow better relations between
both students and S4H partners.
Recommendations 27
Moments of Mindfulness:
Engaging in a proactive manner to promote moments of mindfulness. “Finding the silence in the
rhythm” is the key phrase. College can be scary and foreign, and it is easy to get lost in the noise.
Helping students find their voice and individual rhythm in the mix of it all will help create and add
to both campus identity, and with S4H spearheading the intentional actions it will make the brand
intrinsic with all things student wellness.

Changing Title and Use of Prevention Ambassadors:

Changing the title and function of this role will be critical to the future success of S4H. Create and
establish Wellness Intern roles that will have a direct impact on the organization. Interns will help
manage social media accounts, student led workshops, and other interfacing activities with the
greater WSU community. Tangible experience they can both be proud of and put on a resume.