The goal of the Emotional Support Human campaign is for Howard County residents to speak openly and normalize the conversation about mental health, especially among people in BIPOC and multi-cultural communities. In response to the urgent need for mental health resources during the pandemic, PRR redesigned the campaign in just three months. We built our communications strategy by deeply listening to the Foundation’s community members and grant recipients, including conducting research to test creative concepts with a diverse cross-section of county residents, grantees, and other CBOs. The results informed our media strategy and creative approach in developing five new animated short videos, a new website, and a paid and organic media campaign that included social media strategy, content creation, and follow-up outreach to CBOs.
To date, our campaign is performing 4.2 times better year-over-year than the Foundation’s previous mental health campaign. From August to November 2020, we measured 39,000 video plays, 94,699 people reached via social media posts, 35 community-based organizations engaged, and 2.26 million people reached via digital and social ads.
Facilitating Integrated Resource Planning with a diverse representation of work group members.
Refining creative to effectively reach the audience.
Helping the City of Seattle plan for new mobility.
Providing equity training for government planners.
An anti-racist PRR dismantles systems of advantage based on race when and wherever possible. We engage staff of all racial identities in dismantling white supremacy culture at work. This includes personal ideologies, beliefs, and behaviors. And, it includes removing white supremacy culture from the systems, cultural messages, institutional policies, procedures, and practices that PRR and our staff interact with and inform. We believe it is not enough to be “not racist.” We must be “anti-racist.”