Reshaping the Conversation Around Youth Mental Health
Wraparound Milwaukee
Situation
In 2022, Wraparound turned to Kane to develop a plan to showcase how the boys’ Youth Crisis Stabilization Facility (YCSF) benefits young men aged 10 to 17 by providing a safe environment for youth in crisis to prevent, deescalate and treat a mental health crisis and avoid admission to a more restrictive setting.
Opportunity
Kane developed an integrated campaign that combined paid media, public relations and grassroots community engagement strategies to target Milwaukee County residents, consumers and families and referral sources including teachers, guidance counselors, school board members, childcare providers, police officers and emergency personnel by sharing information across multiple touchpoints. The campaign’s goal was to create and raise public awareness of the YCSF and highlight resources and ways families can engage with the facility and Wraparound.
Approach
The campaign included the following elements:
Kane developed a four-month paid media campaign running from May to September 2022, focusing on the Milwaukee boys’ YCSF. The creative emphasized the YCSF and how the Milwaukee community can access these services. The campaign was conducted in both English and Spanish, targeting audiences by zip codes to ensure that the appropriate services were promoted in the correct areas. Media placements included the following outlets:
Paid Advertising – Kane deployed several advertising strategies to enhance visibility, including mobile display ads, Meta campaigns and transit ads on bus shelters, bus kings and interior cards, bubble top transit shelters.
Community Outreach – Kane developed a list of schools located in key Milwaukee zip codes and collaborated with Wraparound’s clinical school liaison and community outreach coordinator to share information about the YCSF with referral sources, community groups, and schools.
Internal Communications – Kane utilized BHS’ quarterly newsletter to showcase the YCSF in the “Program Spotlight” section and drafted copy for BHS’ Administrator, Mike Lappen, to share information about the YCSF during BHS’ bi-weekly Town Hall meetings to ensure and remind employees of this available resource for their customers.
Results
From the campaign, Wraparound achieved:
Increased engagement with Wraparound’s messaging and content among targeted audiences. The four-month campaign generated 21,477,802 out-of-home impressions, 3,222,115 digital impressions, 7,446 clicks and a 0.23% click-through rate. The click-through rate was more than three times the national average, which is 0.07%.
Connections with 75 social workers, guidance counselors, psychologists and therapists in targeted schools who received information about the YCSF and Wraparound’s services.
Due to its success, the YCSF Awareness Campaign won the Award of Excellence for an integrated campaign from the Communicator Awards, the leading international awards program recognizing excellence in communication.
