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◦ CICIC post research
◦ 2013 included 900 respondents
◦ 2012 included 600 respondents
◦ Representative of the GTA population 18 +
◦ Facebook and Microsite data
◦ Media performance report
◦ 2013 causemark CAMH ‘cause marketing’ research
◦ Representative of Canadian population
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Information Sources
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37
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0 100 200 300 400 500 600 700 800 900
HIV/AIDS
arts & culture
arthritis
men’s health issues
multiple sclerosis (MS)
addictions
physical disability
environment
women’s health issues
education and literacy
alzheimers
diabetes
homelessness
animals
disaster relief
violence against women
seniors health issues
poverty
food and hunger
healthcare/hospitals
mental health/illness
children & youth
cancer
First Choice
Second Choice
Third Choice
Fourth Choice
Fifth ChoiceSource: causemark Research –June/July 2013 Question: In general, which charitable cause needs the most support based on your sense of its importance or the urgency of need? (rank top 5)
In Canada,
the public
ranks mental
illness as the
3rd most
important
cause in
need of
support
Importance of Mental Health in Canada 2
2
2
3
4
5
6
6
7
10
18
39
Prescription drug abuse
Alcohol abuse
Illegal drug abuse
AIDS
Cigarette smoking
Diabetes
Children's mental illness
Heart disease
Obesity
Mental illness
Cancer
In the GTA, mental
illness is ranked as the
2nd most important
public health issue
Overall 31% name a
public health issue
related to mental illness
& addiction – almost as
much as cancer at 39%
Source: CICIC Post Campaign Research – Feb 2014 Question: Of all of the public health issues you have been shown, which one public health issue should be the focus for research, prevention and treatment?
Importance of Mental Health in the GTA3
*Source: CICIC Post Campaign Research – Feb 2014 Questions: UNAIDED: What Toronto / GTA based hospitals, research or health care organizations are you aware of that deals with mental health and addiction issues? AIDED: Have you heard of the Centre for Addiction and Mental Health, which is sometimes referred to by the acronym CAMH?\ Note: Aided awareness remains strong and unchanged at 66%.
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29%
7%6%
5%4%
3% 3%2% 2%
26%
9%
6% 6% 6%
3% 3%2%
3%
CAMH
Sunnybrook
St.Mike's
TGH
SickKids'
Mt.Sinai
PMH
St.Joseph's
CMHA
2013 2012
UNAIDED
◦ Unaided awareness of CAMH as the leader in mental health is
increasing.
CAMH - The Leader In Mental Health 4
10% lift YOY
40%
35%
22%
1% 1%
37% 37%
23%
2% 1%
Very postive Somewhatpositive
Neither positivenor negative
Somewhatnegative
Very negative
2013 2012
Women (43%) vs. men (37%) and
those with a university education
are more likely to hold very positive
(43%) impressions.
Overall Impression of CAMH is Positive
◦ CAMH continues to be held in high regard with 75% stating they have
a positive impression of CAMH.
*Source: CICIC Post Campaign Research – Feb 2014 Questions: What is your overall impression of CAMH or the Centre for Addiction and Mental Health?
*Source: CICIC Post Campaign Research – Feb 2014 Questions: FAMILIARITY: As far as you know, which of the following roles does the Centre for Addiction and Mental Health (CAMH) undertake?
CAMH Roles 2013Recall 2013
Campaign2012
Educates Public 91% 94% 89%Advocates 90% 93% 88%Research 88% 91% 87%Canada’s Leading MH Hospital
76% 80% NA
Mental Institution 70% 72% 71%Hospital 69% 71% 69%Teaching Institution 75% 78% 71%
Those who recall ads are
more likely to say CAMH
fulfils each of these roles.
Ads = education
Public Familiarity of CAMH Roles
◦ There is still mixed awareness of the various CAMH’s roles
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Understanding Campaign
Effectiveness
Increase awareness
of how untreated
mental illness affects
more people in more
ways than most of us
realize
Increase
understanding of
mental illness and
CAMH as the place of
hope by generating
real conversations
Position CAMH as
the leading hospital
for mental health in
Canada
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Understanding Campaign Objectives
*Source: CICIC Post Campaign Research – Feb 2014 – Question: In the past six or seven months do you recall seeing, watching
or hearing any advertising for CAMH / the Centre for Addiction and Mental Health?
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Outcome:Overall, 43% recall the ads
which is up 20% from 2012
What This Means:This speaks to the strength of
the provocative creative &
effective media mix
Advertising Recall9
*Source: CICIC Post Campaign Research – Feb 2014 – Question: What do you think is these ads are trying to say, what is the main message of
these ads?
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Outcome:
60% took away that the ads
were saying “Help is available”
What This Means:
Ads are helping people realize Mental
Illness is not a dead end.
Key Message Takeaway10
11%
9%
3%
4%
6%
7%
10%
16%
60%
Don't know
Other
Condition hurts family and friends
CAMH needs donations
Condition is a mental illness/sickness
Condition is common
Awareness and prevention
Dangers of not getting help
Help is available
Source: CICIC Post Campaign Research – Feb 2014 Question: What do you think is these ads are trying to say, what is the main message of these ads? Please indicate your agreement / disagreement with the following after seeing the ads…
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Outcome:
Overall perceptions of 2013
campaign are more positive
than the 2012 campaign.
What This Means:
The campaign has been effective at influencing
people’s attitudes & behaviours – we are driving
social change
2013 2012 Change
Clear that ads are sponsored by CAMH 91 84 +7
Ads are credible because they are sponsored by CAMH 86 80 +6
Campaign effective at changing attitudes towards MI/addiction 85 74 +11
More +ve impression of those living with MI/addiction after seeing ads 83 74 +9
Campaign made me consider my own attitudes to MI/addiction 74 70 +4
I would recommend CAMH to friend/family member who needs help 89 NA NA
I would go to CAMH if I needed help 86 NA NA
I would learn more about mental illness & addictions 72 NA NA
CAMH Is Driving Social Change 11
*Source: CICIC Post Campaign Research – Feb 2014 – Question: After watching and reading these ads I am more likely to donate money to CAMH
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Outcome:64% stated after seeing the
ads they are more likely to
donate to CAMH. The highest
donation intent was for women
between the ages of 18-34.
What This Means:We need to provide a platform to
further engage and enable people
to donate to CAMH
Impact On Donation Intent12
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What This Means:People are open to engagement with CAMH on Facebook.
We need to continue to develop our Facebook strategy and generate
conversation that builds understanding.
Outcomes
◦ Facebook community size increased by 340% from 8,185 to 36,054
◦ Facebook fan engagement levels increased by 130%
◦ Negative sentiment decreased by 44% against baseline (from 32% to 18%)
◦ Negative conversation driven by vocal minority does not appear to have impacted
overall key brand metrics
Facebook Engagement13
Thank You
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