Campaign Case Study – Mental Health Services Act
Designing the “big idea” for a $5M anti-bullying California-wide initiative
The Problem
California’s Mental Health Services Oversight & Accountability Commission needed a team to help it successfully roll out a $5M anti-bullying support initiative. They had formed an expert Committee of teens and adults across the state, but needed an unbiased third party to work with the Committee to glean the best tools, content, knowledge, and initiatives to support victims and promote prevention and resiliency.
The Program
Program 11 worked closely with the Committee to gather their expertise, then collectively design an umbrella campaign (the “big idea”) along with key suggested messaging and a high-level audience outreach plan. We identifed and recommended how to best allocate the $5M in funds to those who could best, and most successfully, bring the initiative to the audiences we identified.
The results:
Our plan and commensurate budget allocation were voted on and successfully passed by the Mental Health Services Oversight & Accountability Commission, then rolled out in 2023.
