Media relations campaign
World Mental Health Day 2014
World Mental Health Day is held on 10 October each year. The purpose of this day is to raise public awareness about mental health issues and promote open discussion. Mental health is increasingly endorsed as a significant aspect of the overall well-being of the individual and issues associated with it are a global priority.This day encourages more transparent discussion of illnesses, and investments in prevention and treatment services.
The 2007 National Survey of Mental Health and Wellbeing conducted by the
Australian Bureau of Statistics found that an estimated 3.2 million Australians (20% of the population aged between 16 and 85) had a mental disorder in the twelve months prior to the survey. The burden of disease and injury in Australia 2003 study indicated that mental disorders constitute the leading cause of disability burden in Australia, accounting for an estimated 24% of the total years lost due to disability
Your client is a mental health organisation and your role is to develop a media relations campaign to raise awareness of World Mental Health Day conveying the key messages that mental illness is treatable and that recovery is possible and achievable.
Your campaign should focus on Teenagers and young adults (15 – 23 years)
In the form of a report, write a media relations campaign that contains the following:
? Brief details of the client organisation’s profile
? Issue(s) relevant to the media relations campaign based on research
? Goals/objectives and strategy of the campaign
? Key media identified (that communicate to your target audience) and rationale for your choices
? Key messages to be communicated during the campaign
? Media relations tactics to be implemented and brief description of each tactic in relation to the campaign
? Brief schedule for the implementation of the campaign
? Evaluation of the campaign
A reference list of texts and sources consulted in the preparation of this campaign should be included as an appendix (although the appendix is not included in the word count).