Zero2HerosYouthAwarenessCampaignaboutDepression

For
MediaRelations(MCC259)MalcolmWardJan2015

GroupMembersNames&IDs
AbbasAliMalik(32176065)
AbdulazizAlmannaei(32509147)
AyeshaSaeed(31768746)
VishayRasikHaria(31834505)

TABLEOFCONTENTS
ClientBrief2
SituationAnalysis.2
Research..2
Issue.3
SWOTAnalysis....3

TargetPublics.......4
Goal........................4
Objective................4
KeyMessages.........5
Strategy...5
MediaChannels/Tactics...5
Timetable...............10
Evaluation..11

ClientBrief
TheAustralianbasedmentalhealthorganizationZero2Herowasfoundedin2009andisa
nonprofitorganizationthatseekstoeducateyoungadultsandchildrenonmentalhealth
issuesbyhostingvariousawarenesscampaignsthroughschoolbasedprogramsand
discussions.ThevolunteersandspeakersofZero2Heropresentageneralunderstandingof
differentmentalillnessesandprovidewaystodealwiththem,themostcommonofthese
mentalillnessesaredepression,socialanxietyandbipolardisorder.Thecommitteemembers
andspeakersofZero2Heroarehighlyequippedcommunicators,withanexperienceinyouth
developmentandspeakingtoyoungadultsandchildrenaboutmentalillness.Zero2Heroalso
collaborateswithotherorganizationsthatworkforthesimilarcausesandhostspecialevents
thathighlighttheimportanceofdealingwithmentalillnesstokidsandsociety.Theirwebsite
providesvariouscontactinformationtoreachanycommitteemember,whilesocialmedia
channelslikeFacebookandTwitterareusedtoannounceevents,schoolvisitsorremarksand
tocommunicatewithkidsinanonlineplatform.Byconductingannualmentalhealth
campaigns,Zero2Herolargelyinvolvesthemediainsensitizingtheirtargetyouthabout
mentalhealthissues.(Zero2Hero,2015).

SituationAnalysis
Research
WorldMentalHealthdayoccurseveryyearonthe10thofOctober,withtheobjectiveof
raisingawarenessaboutthementalhealthissuesandmakestheeffortstodiscussitona
globalstage.Thedayprovidesorganizationswithsimilarcausesanopportunitytohighlight
theirworkonaspecificmentalhealthissueandallowthemtoaddtheirpointsonwhatneeds
tobedonetodealwiththatmentalillness,fromapersonal,societalandeconomical
standpoint,betterandstronger.
Depressionisthemostwidelyspreadmentalhealthproblemamongschoolchildrenand
collegestudentsintheUAE.AstudyconductedbytheDubaiHealthAuthorityinseveral
schoolsaroundtheemirateshowedthatoneinfivepupilsofthetotal1,289hadsymptomsof
depression(Ismail,2013a).Ontheotherhand,anotherstudyconductedbyAlAinUniversity
ofScienceandTechnologysurveyedaround500ofitsstudentsandtheresultsshowedthat
approximately5in10thatisnearlyhalfthenumberofstudentshadminorormajor
symptomsofdepression(AlKhatib,2013).Thefactorsthatleaduptodepressionrangefrom
externalandinternalcausessuchas,physicalinactivity,familyissues,bullying,oracademic
pressure(Ismail,2013a).Dealingwithdepressionaloneisdetrimentaltomentalhealthand,if
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notconfrontedwiththehelpofspecialists,itcouldleadtoseriousconsequences.These
problemsrangefromphysicalhealthissues,suchasheartproblems,sleepingproblemsand
generalweaknesstoemotional,societalandacademicissues(Pietrangelo,2014).

Issue
StudentsintheUAEdonotfullyunderstandhowimportantmentalhealthistotheirwell
beingandaccordingtoWorldHealthOrganization,mostoftheteensstartdeveloping
depressionfromtheageof14.Theyareunawareofthementalproblemsthattheymaybe
goingthroughbecauseofthelackofeducationprogramsthatcouldprovidethemwiththe
helpandunderstandingtheyneed.Withthehighratesofdepression,itisevenmorecritical
toaddressthisissueandtoprovideanunderstandingthatdepressionisbothtreatableand
recoverable(Ismail,2013b).

SWOTAnalysis
Strengths
Zero2Heroasanorganization,whosemissionistoprovideawarenessandeducational
programs,hassuccessfullycreatedcampaignsintheirhomecountry,thataddressmental
illnessesinchildrenandyoungadults,includingdepression.Theorganizationhas
experiencedcommitteemembersandvolunteersthatknowbesthowtocommunicatewith
youngadultsandchildrentomotivatethemandbringapositivechangeintheirlives.They
havevisitedschoolstoaddressthemainissuesinmentalhealthinAustraliasyouth.Also,
Zero2HerohasanexperienceincollaboratingwithdifferentorganizationsfromAustralia,
suchasYouthFocusandKidsHelpline,whichprovidesimilarservicesofcounsellingand
educatingyouthonmentalhealth.Thiscollaborativeexperiencecanmakeiteasytowork
withUAEsorganizationsthatprovideservicesthatmeetthecause(Zero2Hero,2015).
Weaknesses
ThoughZero2Heroscampaignsinitshomecountrywereconsideredsuccessfulintermsof
reachandimpact,movingandexpandingtheirmissiontoanewcountrycreatesaweaknesses
thathinderthesuccessful promotion of their messages. One factor to consider can be the
difference in cultures that would create an issue when wanting to convey messages to a new
target public from a new culture. This is especially the case because of a general stigma that
still surrounds mental illness in the UAE, where, according to Dr. Najdat Khallouf, a
psychiatrist at Fujairah Hospital, it is common in the region to discriminate and shame the
admission of mental problems (Haza, 2015).
Opportunities
WorldMentalHealthdayisagreateventforanorganizationsmessagestoattractmedia
attentionandthus,attracttargetpublicattention.Withtheriseofdepressionamongschool
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childrenandyoungcollegestudentsintheUAE,Zero2Heroispresentedwithanopportunity
toexpandtheirmissiontothecountryandprovidetheeducationaboutthementalillness,its
treatabilityandrecoverability,usingWorldMentalHealthdayasawaytopromotetheir
developments.
Threats
Oneofthemainchallengesorthreatsthataffectthecampaignmessagesisthefactthatmany
organizationswillbecompetingfortheirmessagesinthemedia,eitherinthecaseof
depressionandmentalillnessorotherissuesthatarenewsworthyorso,especiallywhen
consideringthatthesemessagesrelatetoaglobaleventsuchasWorldMentalHealthday.
Also,thefactthatthereisastigmaaboutmentalillnessintheUAEcreatesachallengefor
Zero2Herotoreachtheirtargetpublics.A general feeling among people with mental illness,
including those with depression, that admitting they have a problem makes them helpless,
powerless and weak in societys view (Bell, 2014).

TargetPublics
Theprimarytargetpublicsofthiscampaignareschoolchildrenandyoungcollegestudentsin
theUAEbetweentheagesof(1321).
Secondarypublicsincludeparentsandteachers(orschool/universityworkersthatareinan
academicrelationshipwithstudents).

Goal
Toraiseawarenessabout Zero2Heros campaign launch on World Mental Health Dayabout
depressionamongschoolchildrenandyoungcollegestudentsfromtheageof1321inthe
UAEthatwilleducatethemaboutthementalillnessandmakethemunderstandthatitisboth
treatableandrecoverable.

Objectives

LaunchawebsiteandaccountsonFacebookandTwitterattheinitialstageofthe
campaignandusethemtoincreaseawarenessoftheissueby55%untilWMHday.
Ensure90%oftheselectedmediachannelscontainthekeymessagesuptoWMH
day.
Acquire70%coverageonthetargetmediauntilWMHday
Achieve40%coverageonothermediauntilWMHday
Conductatleast2TVinterviewsinthe2monthsleadinguptoWMHday

Haveatleast3Featurearticlesinthe2monthsleadinguptoWMHday
Haveatleast2pressreleasesinthe2monthsleadinguptoWMHday

KeyMessages

Zero2HeroisextendingitsyouthmentalhealthawarenessservicestotheUAE
Depressionisbothtreatableandrecoverableifstudentsweremadeawareofhow
importantitistodealwiththeirmentalhealthissue,includingthatofdepression
OneineverychildinschoolisdepressedintheUAEandastudyconductedbyAl
AinUniversityofScienceandTechnologystatesthatcollegestudentsintheUAEare
alsodepressed
Zero2Herowillbelaunchingtheirnationwidecampaignthateducatesstudentson
depressiononWorldMentalHealthDay

Strateg
y

Throughprint,broadcastandsocialmediachannels,Zero2Herowillmanage
acoordinatedandconsistentMediaRelationscampaignthatbuildsawarenessamongthe
targetpublicsaboutdepressionandmakethemunderstandthatitsarecoverable,treatable
mentalillness,highlightingWorldMentalHealthdayasanimportanteventtopromotethe
cause.

MediaChannels/
Tactics

Consideringthatthetargetpublicsforthiscampaign
arechildrenandyoungadultsagedfrom13to21,thefollowingmediachannelsandtheir
associatedtacticshavebeenselectedtospecificallyreachthetargetpublic.Thetablebelow
showsthedifferentmediachannelsforthiscampaignandthespecifickeymediapublications
andprograms,witharationaleforeach.

MediaChannel

KeyMedia

Rationale

PrintMedia

Ahlan!magazine
(ArabicandEnglish
version)

KhaleejTimes

TheArabicandEnglish
editionsofthisweekly
magazinehaveasection
relatedtohealthtopicsand
eitherfeaturestoriesor
healthtipsthatwouldrelate
totheissueofthecampaign
wouldbepublished.Itsmost
likelythatthereading
demographicofthis
magazinemeetsthedesired
targetpublicsintheUAE.

TheKhaleejTimesisthe
secondmostpopulardaily
Englishnewspaperpublished
intheUAE.Itaddresses
regionalandinternational
news,butalsoprovidesother
sectionsofinterest,including
ahealthsectionthatwouldbe
ofuseforthecampaign
(Pejman,2009).
Thisnewspaperwillbeused
specificallytoreachour
secondarytargetpublics
parentsandteachers.

BroadcastMedia

Virgin(Radio)

VirginRadioDubaimainly
centersonmusicprograms.
However,therearenews
interruptionsinbetween
programsthatcouldbeused
asagoodwaytoannounce
aboutZero2Herosmissions
intheUAE.Itsreach
expandstoallemiratesand
includesthetargetpublicsfor
thecampaign(VirginRadio

Dubai,2015).

Emirates24/7(TV)

Itisaweeklyprogramthat
coversthemostimportant
localandinternationalnews
reportsandevents.The
programrunsfor30minutes
onDubaiOne.DubaiOneis
partofaDubaiMedia
Incorporated(DMI)hasa
varietyofentertainment
programsrelativetochildren
andyoungadultsintheUAE.
Although it is a Dubai based
TV channel, there is a
viewing demographic from
the other emirates.
An extra benefit to
associating with this program
is the likelihood of the
campaign issue to also be
reported in the print
publication of the program
inturn,increasingreach
(DubaiOne,2015).

SocialMedia

Twitter

Facebook

Twitterusageisincreasingin
theUAEwithstatisticsfrom
theTelecommunications
RegulatoryAuthoritys
(TRA)reportindicatingthat
2.5milliontweetsareshared
perdayintheUAE,witha
totalof360,000activeusers
(GulfNews,2014).

Facebookisastandardsocial
mediaplatformthatvarious
organizationsofvarious
sectorsusetofurthertheir
messagesinanonline
presence.Thereare3.6
millionactiveFacebook
usersintheUAE,12%of
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thembetweentheagesof13
21thatisroughly400,000
(StatsUAE,2015).

GeneralMedia
1. Backgrounder
Tobeprovidedforallthekeymediachannelsthataregoingtobeutilizedinthis
campaign.ItwillincludeanunderstandingontheriseofdepressionamongUAEsschool
childrenandyoungcollegestudents;abackgroundonZero2Heroanditsextended
missionintheUAE,highlightingtheircampaignthatisgoingtobelaunchedonWMH
day;andfinally,informationaboutWMHdayitself.
2. Photoreleases
Tobeprovidedtoallkeymediachannels(exceptRadio)soastobeusedtoaccompany
anyTVspotorfeaturearticlecanbeanythingfromavisualrepresentationofdepression
inyouthtoactualphotostakenofZero2Herostaffandtheiractivities.

PrintMedia
1. PressReleases
Pressreleaseswillbedraftedandwillincludethecampaignskeymessages,emphasizing
onthegeneralgoalofthecampaign.Theywillalsoincludequotesfromaselected
spokesperson,mostlikelytheCEOofZero2HeroAshleeHarrison.Furthermore,itwill
providefurtherinformationaboutthecampaignsactivitiesleadinguptoandduring
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WMHday.Inaddition,itwillincludedirectoriestoothermediacontentaboutthe
campaign,suchassocialmediaaccountsTwitterandFacebook.
2. FeatureArticles
Featurearticlesareagreatwaytoattracthumaninteresttoanissue.Thiscouldbedonein
severalfeaturearticlesthatinclude:
o AstorythatdescribesZero2HerosjourneytotheUAE
o Anaccountaboutschoolchildrenandyoungcollegestudentssufferingfrom
depressionintheUAE
o AninterviewwithoneofZero2Heroscommitteememberstodiscussthemental
illness,thestatisticsofitintheUAEamongyouthandthefactthatbeingaware
aboutisthefirststeptorecoveryandtreatment
o AchronicleofZero2HerosmediaactivitiesleadinguptoWorldMentalHealthday
o AdisplayofthevariousactivitiesconductedbyZero2HeroonWMHdayinsupport
ofitsgoalintheUAE

3. FactSheets
Tobegiventotheprintpublicationsselectedsoastoprovidereaderswithinformationon
depression,itstypes,symptoms,causes,wayofdiagnosingit,andtreatments.Couldbe
providedinadigitalformatforthewebsiteandsocialmedia.

BroadcastMedia
1. RadioNewsAnnouncement
AsanannouncementinacoupleofVirginRadiosnewssegments,theradiopresenter
willtalkaboutthecampaignskeymessagesandZero2Hero.Itwouldbestrongerto
conveythekeymessagesifthepresenterwasaradiopersonality.
2. TVInterview
TheTVinterviewontheEmiratesNewssegmentonDubaiOnewouldbebothconcise
andcentraltothekeymessages.Theselectedspokespersontotalkaboutthecampaigns
messageswouldbeCEOAshleeHarrison.Havingmorethanoneinterviewwiththe
programduringthemonthsleadinguptoWMHday.

SocialMedia
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HavingestablishedasocialmediapresenceonbothTwitterandFacebookforitsAustralian
basedcampaigns,Zero2Herocouldcreateuniqueaccountsonthesocialnetworkingsitesfor
theirUAEcampaign.Thesesitescouldbeusedto:
ToprovidegeneralinformationaboutZero2Hero
TodirectpeopletoZero2Heroswebsite
Toprovideafactsheetaboutdepression
Topostdifferentphotostakeneitherbefore,duringorafteracertainactivity(either
inthemediaorotherwise)
o Toupdateonlineusersaboutanythingrelatedtothecampaign
o
o
o
o

Timetabl
e
Tactic

KeyMedia

Date(Start)

Date(End)

Variousposts,
updates&photos

Facebook/Twitter
accounts

10thofAugust

10thofOctober

Backgrounders
FactSheets

General
GeneralPrint&Social
Media
GeneralPrint,Broadcast
&SocialMedia
Ahlan!&Masala!

10thofAugust
10thofAugust

10thofOctober
10thofOctober

10thofAugust

10thofOctober

17thofAugust

17thofAugust

Photoreleases
FeatureArticle1

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TVInterview1
PressRelease1
Featurearticle2
TVInterview2
PressRelease2
TVInterview3
Featurearticle3

EmiratesNewsDubai
One
KhaleejTimes
Ahlan!&Masala!
EmiratesNewsDubai
One
KhaleejTimes
EmiratesNewsDubai
One
Ahlan!&Masala!

24thofAugust

24thofAugust

31stofAugust
14thofSeptember
17thofSeptember

31stofAugust
14thofSeptember
17thofSeptember

29thofSeptember
7thofOctober

29thofSeptember
7thofOctober

7thofOctober

7thofOctober

Evaluatio
n
Theprocessofevaluatingthesuccessofthecampaignwillbenotedthroughoutthe
implementationstage,makingadjustmentstothepossibleweaknessesandfaults.Evaluation
willbecarriedoutbothinternallyandexternallytothecampaignenvironment.Qualitative
and/orquantitativeinformationwillbeacquiredtoassessandimprovethecampaigns
success.Belowaregeneralmethodswithwhichpossiblemodificationstothecampaignmay
bebroughton:
a. Generalcampaignoutput:Measuringthegeneralefficiencyofthecampaignteamand
thoseinvolvedincludingvolunteers,committeemembers,consultantsandother
internalcollaboratorswiththecampaign

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b. Campaignresults:Evaluatingtheeffectivenessofthekeymessagesbymeasuringthe
numberofacquiredmediaspots.
c. Reach:Measuringthereachbywhichthemessageshavetravelledtothetarget
publics.
d. Frequency:Measuringthefrequencybywhichthecampaignmessageshavebeen
communicatedtothetargetpublics.
e. ShareofVoice:Specifically,measuringandevaluatingthemediachannelschosen
forthecampaignmessages.

References
AlKhatib,S.A.,(2013).Satisfactionwithlife,selfesteem,genderandmaritalstatusas
predictorsofdepressivesymptomsamongUnitedArabEmiratescollegestudents.
InternationalJournalofPsychologyandCounseling,5(3),5361.
doi:10.5897/IJPC12.018
Bell,J.(2014,September14).CasesofdepressionunderreportedintheUAE,expertswarn.
TheNational.Accessed13thofMarch,2015.
http://www.thenational.ae/uae/health/casesofdepressionunderreportedintheuae
expertswarn

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DubaiOne,(2015).EmiratesNews.Accessed13thofMarch,2015
http://www.dmi.ae/dubaione/program_detail.asp?
lang=en&lc=Programs&PTID=62&PID=5827
GulfNews,(2014,July13).Therearearound360,000activeTwitterusersintheUAE.Gulf
News.Accessed13thofMarch,2015http://gulfnews.com/news/gulf/uae/general/there
arearound360000activetwitterusersintheuae1.1359202
Haza,R.,(2015,January30).Depressionandanxietyaremostcommonmentaldisordersin
Fujairah.TheNational.Accessed13thofMarch,2015
http://www.thenational.ae/uae/health/depressionandanxietyaremostcommon
mentaldisordersinfujairah
Ismail,M.,(2013a,January27).MentalhealthstudyinDubaischools.TheNational.
Accessed13thofMarch,2015http://www.thenational.ae/news/uae
news/health/mentalhealthstudyindubaischools
Ismail,M.,(2013b,January27).Ismychildsufferingfromdepression?TheNational.
Accessed13thofMarch,2015http://www.thenational.ae/news/uaenews/health/ismy
childsufferingfromdepression
Pejman,P.(2009).EnglishnewspapersintheUnitedArabEmirates:Navigatingthecrowded
market.ArabMediaandSociety,(7).
Pietrangelo,A.,(2014).Theeffectsofdepressiononthebody.Healthline.Accessed13thof
March,2015
http://www.healthline.com/health/depression/effectsonbody

UAEStyleMagazine,(2013,September27).Top10UAEfashionmagazines.UAEStyle
Magazine.Accessed13thofMarch,2015http://www.uaestylemagazine.com/27/top
10uaefashionmagazines.html
VirginRadioDubai,(2015).entirewebsite.Accessed13thofMarch,2015
http://virginradiodubai.com/
WorldHealthOrganization(2015).WorldMentalHealthDay.Accessed13thofMarch,2015
http://www.who.int/mental_health/worldmentalhealthday/2014/en/
Zero2Hero,(2015).Zero2Herowebsite.Accessed13thofMarch,2015
http://zero2hero.com.au/.
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