Embed Size (px)
Citation preview
Recovery Month 2017 Final Report Executive Summary
2
Recovery Month 2017 Final Report Executive Summary In 2017, the Substance Abuse and Mental Health Services Administration (SAMHSA), within the U.S. Department of Health and Human Services, sponsored the 28th National Recovery Month (Recovery Month), which increased awareness and understanding of behavioral health conditions and celebrating the success and accomplishments of people in recovery.
The 2017 Recovery Month theme, “Join the Voices for Recovery: Strengthen Families and Communities,” inspired communities to be socially inclusive, offering support to those with mental and substance use disorders. This year, Recovery Month specifically focused on reaching rural and frontier communities; the criminal justice system; community and faith-based organizations; and public health professionals and departments of public health.
The Recovery Month Team, working in collaboration with the more than 220 Recovery Month Planning Partners (including 21 international organizations and represented by more than 300 individuals), continued to support public understanding and acceptance of the benefits of prevention, treatment, and recovery from mental and/or substance use disorders. In 2017, 38 new organizations joined as Recovery Month Planning Partners.
Events and Media Coverage
In 2017, more than 550,000 participants attended 1,635 Recovery Month events. International events accounted for 62 of the overall event total, and 6,700 of the attendees reported from 19 countries. Members of the media and stakeholders from the treatment and recovery community gathered at the National Press Club in Washington, DC, on September 7, 2017, for the annual Recovery Month press conference to kick-off the 28th annual National Recovery Month. Following the media event, Recovery Month Planning Partner organizations, Faces & Voices of Recovery and the Addiction Policy Forum sponsored the National Recovery Month Luncheon.
Toolkit and Collateral Materials
The 2017 toolkit highlighted four target audiences (rural and frontier communities; the criminal justice system; community and faith-based organizations; and public health professionals and departments of public health) specific to the challenges and opportunities their unique situations create. Recovery Month also developed a series of banners, logos, data visualizations, posters, and flyers containing the 2017 theme, logo, and branding. Banners and signage were created and displayed at the September 7, 2017 Recovery Month Press event at the National Press Club.
Television and Radio Public Service Announcements (PSAs)
The 2017 Recovery Month television PSA campaign spots, “Connections” and “Diner” were distributed in English and Spanish in June 2017 and saw great distribution, garnering $8,576,101 in free airtime since launch – a 74 percent increase from the airtime value garnered during the same timeframe in 2016 ($4,936,147). The PSAs had many outstanding month-by-month performances, as well, and the month of August 2017 had the highest value and impressions (54,636,152 impressions and $1,564,479 value).
The Road to Recovery Television and Radio Series
The 2017 Road to Recovery television series aired eight television and radio episodes in a talk show, roundtable format that included panels of nationwide experts from the behavioral health field to highlight important issues in recovery.
The series was distributed to Public, Educational, and Government (PEG) channels in 50 states (plus Puerto Rico and Canada) on an average of 1,241 combined TV and radio PEG access television channels in an average of 709
3
combined TV and radio unique cable markets. The television series aired an estimated 187,549 times, with an average of 1,079 stations per month (316 cable/local programming and 763 public access, educational, and government, or PEG, channels), to reach 165 designated market areas (DMAs) and an average of almost 77 million households per month. On average, the radio series was aired to 193 DMAs and reached almost 13 million households per month. Together, the program generated approximately $57 million ($56 million for television, and $707,025 for radio) in free airtime.
Interactive Recovery Month Web-Based Activities and Information
From January 1, 2017, to December 31, 2017, there were 511,904 views of the Recovery Month website with 182,080 generated page views. In 2017, there were 27 user entries posted to the site’s “Personal Stories” which provided individuals and their families the opportunity to share text stories about recovery. The Recovery Month mobile site had 45,620 sessions between January 1, 2017 and December 31, 2017 and 87,844 page views, with 37,614 new users and 5,236 returning users. Spanish-language Recovery Month content (including the Spanish toolkit and PSAs) had 174 total page views.
The Recovery Month Facebook page had 50,088 likes as of December 31, 2017. In 2017, there were 6,225 new page likes, which represented a 14.2% increase from 2016 to 2017 and amounted to 825,117 total users reached. There were 15,231 engagements in 2017; of this, 11,182 engagements happened during Recovery Month. In celebration of Recovery Month, a month-long Facebook paid campaign lasting from September 1 to September 30, which was designed and launched to extend the reach of the content, increase website traffic, and enhance post engagement. The successful campaign drove 532,646 impressions and 132,069 engagements, including link clicks, video views, reactions, comments and shares. Specifically, the campaign drove over 5,300 post reactions, 105 comments and over 1,600 shares -- a strong engagement rate of 24.8%. In addition, the campaign drove 956 clicks to the Recovery Month website.
In 2017, the Recovery Month account gained 2,215 new Twitter followers for a total of 21,790 followers. Regular interaction with these users, through 744 tweets helped to raise awareness of Recovery Month, further promoted SAMHSA’s messages, and highlighted that recovery is possible. There were 602,232 total impressions in 2017.
Proclamations
In 2017, 43 proclamations were signed throughout the country, including in states such as Washington (where 13 proclamations were signed) and Ohio (where 11 were signed). President Donald Trump also signed a proclamation for Recovery Month. A proclamation is an official announcement by a public official, usually a political figure. This is another way for cities and states around the country to show their support for Recovery Month, to promote and raise awareness for behavioral health, and spread the message that prevention works, treatment is effective, and people recover every day.
Since 2002, Presidential administrations have declared September as Recovery Month, amplifying the message that prevention works, treatment is effective, and people recover. 2017 was no different, with Recovery Month receiving attention on a national scale from President Donald Trump and First Lady Melania Trump. Since 2002, 15 Presidential administrations have declared September as Recovery Month.
