TAKE FIVE MIAMI

TABLE OF CONTENTS

SUMMARY 2

PROBLEM 2

RESEARCH 2

KEY FINDINGS 3

PUBLICS 4

GOAL 4

OBJECTIVES 4

KEY MESSAGES 4

STRATEGIES 5

TACTICS 5

TIMELINE 7

BUDGET 7

EVALUATION 8

APPENDIX 9

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SUMMARY
Would you be able to tell if a loved one was in emotional pain and might need help?
Unfortunately, many Americans cannot identify the five warning signs of mental illness. The Campaign to
Change Direction is a nonprofit organization determined to change how mental health is perceived in
America. The goal is to change the culture of mental health so that all of those in need receive the care
and support they deserve.
The 2016-2017 Miami University PRSSA Bateman Team created Take Charge to help Miami University
students understand the warning signs of mental illness and bring awareness of the disease to the
campus. The most common mental illnesses students face today are depression, anxiety, suicidal
thoughts, alcohol abuse, attention disorders, self injury and eating disorders.

PROBLEM
While Miami University provides resources to help those with mental illnesses, many students dont have
a desire to get themselves help. Because of this, students need to recognize when their peers are
suffering, so they can get them the help they deserve.
The first step in changing the culture of mental health is getting students to identify the five warnings signs
that someone might be suffering with their mental wellbeing. Identifying these warning signs proves to be
difficult for students. Once Miami students know these five signs, they can prevent pain and suffering, and
get their peers the help that they deserve.

RESEARCH
Formal Research
Survey
Distributed a survey to Miami University Students via the Schools Facebook page. The survey was
composed of ten questions. Primary questions consisted of the students age, gender, and major. We
also asked students how comfortable they are discussing mental health, and how comfortable they are
using the Miami University Student Counseling Service. We had 184 students take the survey. (See
Appendix B.)
Student Counseling Service Findings
Reviewed results from the Healthy Minds survey conducted by Miami Universitys Office of Institutional
Research. This survey was distributed in 2015 to Miami University Students. We found information about
how many students made appointments with Student Counseling Services, and how many students were
suffering from at least one mental health problem. The survey also told us the percentage first year
students who felt depressed sometime during their first year, and the percentage of students who felt
frequently overwhelmed with what they have to do. (See Appendix A.)

Informal Research
Focus Groups
Held a focus group of 12 Miami University students ages 18-22 to assist in guiding our research to show
how students feel about mental health. We asked participants if they could identify if someone was
suffering from a mental illness. We also asked students if their mental wellbeing was more important to
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them than their physical wellbeing. (See Appendix A.)

Intercept Interviews
Conducted 25 intercept interviews in Miami Universitys King library. Students were asked if they placed
higher value on their physical or mental health. Students were also asked their level of confidence in
identifying a peers mental wellbeing. (See Appendix A.)
Internet Research
To get a better understanding of the growth of mental distress among college students, we looked at a
variety of scholarly articles and mainstream media coverage of the topic. The information showed an
increase in student mental health conditions and an increase for the need of student counseling services,
which agrees with our formal research. (See Appendix A.)

Media Analysis
We looked at the local media landscape in order to find out the best outlets to help distribute our
information about the cause and upcoming events. Oxford is a small town without a dedicated local
paper, so on-campus media and digital news sources are the best options. (See Appendix A.)

Content Analysis
To see what the media was saying about the Campaign to Change Direction as well as the Five Signs of
mental health, we read various news articles and blog posts about the campaign. This helped us learn
more about the national campaign and how it was being perceived. (See Appendix A.)

Communications Audit
It was important for us to understand what the Campaign to Change Direction says about itself as an
organization so that we are consistent with the national messaging. We spent time looking at the current
website and social media channels to see how they represent their message so we can properly integrate
those ideas into our plan. We also wanted to utilize their current campaign materials to ensure
consistency. (See Appendix A.)

In-Depth Interviews
We conducted an interview with the president of the Miami University HAWKS Peer Health Educators and
learned about the groups involvement with mental health. We also spoke with representatives at the
Miami University Womens Center to learn about their programs and outreach to support mental health.
(See Appendix A.)

Oxford Campus Scan

We evaluated the culture and environment at Miami University to learn about student involvement.
Additionally, we looked to see what organizations already existed that could be beneficial to reach out to
as part of the campaign. (See Appendix A.)

KEY FINDINGS
In the Student Counseling Service Survey, 49 percent of Miami Students reported frequently
feeling overwhelmed by what they had to do, which is 4.3 percent higher than the national

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average.
In that same survey, 58 percent of first year students at Miami University reported feeling
depressed at some time during their first year.
Only 24 percent of students felt confident in identifying a peers mental wellbeing.
During the focus group, over half of the participants stated mental wellbeing is more important
than physical wellbeing.
In our survey, 28 percent of respondents do not feel comfortable using the Miami University
Student Counseling Service.
As of spring 2016, 25.22 percent of Miami University men are affiliated with a fraternity, and 43.12
percent of Miami University women are affiliated with a sorority.

PUBLICS
Miami University currently has an enrollment of a little more than 18,000 students. If the current statistics
on the general population hold true, around 1,700 Miami Students are currently experiencing a type of
mental disorder.
Primary Public
Our primary public is 18- to 22-year-old undergraduate students who attend Miami Universitys
Oxford Campus. Rationale: Our research showed that many students on campus do experience
different types of mental suffering but are not always equipped for how to best deal with or
discuss those situations. Only 24% of students said they felt comfortable identifying if a peer was
affected.
Secondary Public
Our secondary public is faculty at Miami Universitys Oxford Campus. Rationale: Professors and
staff at Miami University regularly interact with students and may often be the ones who notice
changes in a students behavior. It can be just as important for Miami employees to note the Five
Signs and provide assistance and encouragement to students to seek help.

GOAL
We want to change the conversation about mental health at Miami University by teaching students to
place higher value on their mental health. We hope students will be more honest and open about the topic
of mental health, so they can then help prevent pain and suffering for themselves and their peers.
Changing the culture begins with knowing the signs of emotional suffering, and recognizing that mental
health is just as important as ones physical health.

OBJECTIVES
Attain 500 personal student pledges to the Campaign to Change Direction by March 15, 2017.
Attain 50 personal faculty pledges to the Campaign to Change Direction by March 15, 2017.
Have at least one positive article published about the campaign in local media sources by March
15, 2017.

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KEY MESSAGES
The five signs of emotional suffering are personality change, agitation, withdrawal, poor self-care
and hopelessness.
Knowing the five warning signs of mental illness will help you recognize when a peer is suffering
and might need help.
Making the conversation around mental illness more comfortable topic among peers is important
in changing the culture of mental health.
Students need to make their mental well-being as much of a priority as their physical, social and
academic well-being.
There are multiple services on campus to help students with mental health issues.

STRATEGIES
We chose to proactively reach out to students and faculty with focused campaign messages encouraging
them to sign a local version of the pledge to know the Five Signs. We used digital media, print media and
face-to-face interaction to educate target audiences about the Five Signs and encourage interaction with
the campaign team. We wanted a personal and approachable tone to the campaign to give a level of
comfort in a topic that might be uncomfortable for some to talk about, so in-person engagement was
important. Additionally, we wanted to utilize established, online channels as much as possible to reach
already-engaged followers instead of trying to build a following for myriad new social channels.

TACTICS
Digital
Facebook
We created a Campaign to Change Direction Facebook page for Miami Universitys campaign. We posted
content on weekdays from February 15 to March 15. Our content addressed mental health and wellness.
Posts spread awareness of the Five Signs of emotional suffering, promoted our pledge, and offered other
resources regarding mental health, specifically those available on campus. The handle for the Facebook
account was @takefivemiami. We also worked to tag and cross-promote with established university
accounts that already had a following such as the Student Counseling Service, HAWKS Peer Health
Educators and departmental Facebook pages to name a few. That way our messages could be seen by a
broader audience. (See Appendix D. and E.)

Snapchat Takeover
We took over the Miami University Snapchat account to increase awareness about the campaign. The
Snapchat takeover included an introduction and background information of the campaign, pictures of the
Five Signs and pictures of students and faculty taking the pledge. This allowed us to reach an established
and engaged audience who already follows the popular Miami University account. (See Appendix G.)

Horizontal Digital Screen Advertisements

We designed a digital advertisement for the nine digital screens in Miami Universitys Armstrong Student
Center. Advertisements are displayed for 15 seconds up to 15 times per hour. The advertisement was
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designed to spread awareness of the Five Signs of emotional suffering, encourage individuals to make a
personal pledge, and visit the Take Five website for more information. The Armstrong Student Center is
the hub of activity on campus, especially during the cold winter months in Ohio.

Website
We created a website for Miami Universitys campaign. The website was called Take Five Miami and
included the Five Signs of emotional suffering and the link to take our local version of the pledge to know
the Five Signs. We worked to incorporate the messaging and branding of the national campaign for
consistency, but localized the pledge so students and faculty could feel a more personal connection to
helping Miami students. (See Appendix C.)
Emails
Sent to student organizations and also direct to some faculty departments, including: Media, Journalism
and Film listserv; Interactive Media Studies; Psychology. Also sent notes to Farmer School of Business
faculty and PRSSA. (See Appendix F.)

Print Distribution
Five Signs Informational Sheet
We created flyers, handouts and a poster featuring the Five Signs of emotional suffering, the link to our
pledge and our Facebook handle. We hung flyers in the Armstrong Student Center, King Library,
residence halls and the Miami Recreation Center. Handouts were used at all in-person events as well as
placed in high-traffic areas in academic buildings where both students and faculty would see them. We
used the larger poster at our information table and when we visited student organizations. (See Appendix
H.)
Press Release
A press release was sent to the Miami Student and also to the University Communications team that
publishes a variety of email newsletters for faculty and staff. It informed outlets about the Campaign to
Change Direction and the partnership with the Public Relations Student Society of America at Miami
University. The press release discussed the nationwide epidemic of deteriorating mental health among
college students and our hopes to change the conversation through the Take Five campaign at Miami.
(See Appendix I.)
Post-It Notes
As the campaign came to an end, students were heading into mid-terms, which is typically a high-stress
environment. To encourage conversation around mental health and provide helpful tips, we created
Post-It notes with ideas on how to relieve stress. They were placed in study cubicles and in the bathroom
throughout King Library. Some Post-It notes had our website URL for students to look up and learn more
about the campaign. (See Appendix J.)

Personal Outreach
Speakers at Student Clubs and Organizations
We attended a variety of sorority and fraternity chapter meetings as well as other student-run
organizations. At chapter meetings, we educated members about the Five Signs of emotional suffering
and encouraged students to take the pledge. The presentations ranged from five to 10 minutes and
addressed the importance of looking out for your friends mental health. The presentations pointed out
that as a society we are comfortable discussing our physical illnesses but not mental ones. From our
survey, we found that some students are uncomfortable talking to their friends about their mental health.
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This speech encouraged students to pay more attention to their friends mental well-being by learning the
Five Signs of emotional suffering and taking our pledge. We used our Five Signs poster as a visual during
these meetings. With the high participation in Greek organizations on our campus, this was an important
initiative to get in front of these influential students. (See Appendix F.)

Armstrong Student Center and Farmer School of Business Info Tables

An information booth was set up near the Armstrong Student Center seal and in the Farmer School of
Business, both high-traffic areas on campus. Students could interact with members of our campaign,
learn about the Campaign to Change Direction, and make the pledge to know the Five Signs of mental
suffering. We had flyers, handouts, cookies and candy at the table to attract students and faculty. We had
laptops for students and faculty to take the pledge on site. The information tables took place every
Monday and Wednesday from 11 a.m.-4 p.m. throughout the campaign. (See Appendix M.)
Pizza and Poses
We held an event that included a free yoga workout and pizza for any student who attended. Students
were able to come and relax while doing a yoga routine taught by a volunteer yoga instructor. After yoga,
we educated students about our campaign and encouraged them to take our pledge to know the Five
Signs. This event was held during our Snapchat takeover; therefore, all of the Miami University Snapchat
followers were invited to participate and then saw images from the event. (See Appendix N.)

TIMELINE
February 15 March 15
February 15 Campaign launch, website launch, Facebook page launch, press release
sent, Armstrong Student Center table
February 19 Chapter visits (Sigma Chi, Phi Mu, Chi Omega)
February 20 Farmer School of Business table
February 26 Chapter visits (Alpha Phi, Zeta Tau Alpha, Chi Psi, Kappa Alpha Theta)
March 1 Armstrong Student Center table
March 7 Associated Student Government visit
March 8 Snapchat Takeover, Pizza and Poses event, Farmer School of Business table
March 12 Chapter visits (Delta Gamma)
March 13 Post-It campaign
March 15 Campaign ends, website and Facebook end

BUDGET
Expenses
Tactic Details Quantity Total
Print Distribution 8x10 Posters 50 $46
4x10 Informational Cards 1000 $46
Large banner 1 $40

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Cutting costs 1 $5
ASC/FSB Tables 3.25lb Bag of Candy 1 $6
Cookies 2 $14
Orange Table Cloth 1 $1
Pizza and Poses 29 Round Pizza 1 $45.99
Booklets Booklet Binding and 4 $16.80
Covers
UPS Shipping of Booklets 1 $26
Sub $246.79
Total

In-Kind Donations
Tactic Details Donor Quantity Total
Print Distribution Miami University 4 $40
printing
Pizza and Poses Yoga 1 $50
Instructor
Post-It Notes 1 $2.58
Sub $92.58
Total

EVALUATION
Objective 1: Exceeded
Attain 500 personal student pledges to the Campaign to Change Direction by March 15, 2017.
Post campaign data analysis from the pledge site showed that a total of 960 students took the
pledge.
Objective 2: Exceeded
Attain 50 personal faculty pledges to the Campaign to Change Direction by March 15, 2017.
Post-campaign data analysis from the pledge site showed that a total of 51 faculty took the
pledge.
Objective 3: Exceeded
Have at least one positive article published about the campaign by March 15, 2017.
A content analysis of local and on-campus media showed two positive articles covering the
campaign. An article about the campaign was published in The Patch publication, which is an
online news source for the Oxford and Miami community. Additionally, the campaign was featured
in the daily Miami Matters email that is sent to all faculty and staff. so we consider this objective
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successful.
Tactic evaluation
Facebook page had 267 likes and our total reach was 1887 people.
We distributed the Five Signs informational sheets to over 900 students during the campaign.
30 students participated in the Pizza and Poses event.
An average of 2,600 students viewed our Snapchat takeover.
An average of 100 students were in attendance during each meeting with Greek life and student
organizations.

APPENDIX
A. Research
Formal
Survey
o 28.07 percent of survey respondents do not feel comfortable using the Miami University
Student Counseling Service.
Student Counseling Services Findings
o SCS accommodated 8678 appointments during the 2015-2016 and saw 11.1 percent of
the student body in that academic year alone.
o In 2015, the Healthy Minds Survey from the Miami University Student Counseling Service
found that only 49 percent of all students felt that their mental and emotional well-being
was a priority at their school.
o An estimated 29.2 percent of students at Miami University are experiencing at least one
significant mental health problem
o In 2015, 49 percent of Miami Students reported frequently feeling overwhelmed by what
they had to do, which is 4.3 percent higher than the national average
o 54.9 percent of Miami Students reported occasionally feeling overwhelmed with what
they had to do.
o 58 percent of first year students at Miami University reported feeling depressed at
sometime during their first year.
Informal
Focus Groups
o Conducting a focus group of 12 Miami University students ages 18-22 helped
guide our research to show how students feel about mental health. The results
from the focus group suggested that:
66 percent of the participants stated mental well-being is more important
than physical well-being.
42 percent of participants couldnt identify when someone is suffering
from a mental illness.
25 percent of participants were unsure if they could be able to tell if
someone is suffering from a mental illness.
Intercept Interviews
o Value physical or mental health more:
Mental: 15 Physical: 11
o Feel confident in identifying a peers mental well-being:
Yes: 6 no: 4 maybe: 15
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Internet research
o Academic Journal
Academic Psychiatry released an editorial titled, College Mental Health:
A Vulnerable Population in an Environment with Systemic Deficiencies
by Richard Balon, Eugene V. Beresin John H. Coverdale, Alan K. Louie
and Laura Weiss Roberts (2015) that explained the increase in mental
disorders in college students and the increased use of student
counseling services on campus. There were notations of lack of help and
counseling for students in need of these facilities as well.
It is well established that college students, often desperately in need of
psychological and psychiatric services, find that these services are not
always available on their campuses. Further, only a handful of students
with psychiatric needs bring their concerns to the attention of
professionals within their college-based systems of care (495).
The survey noted increases over the previous 5 years in the use of
psychiatric medications (60 [percent]) and in the reporting of clinical
depression (58 [percent]) and anxiety disorders (89 [percent]). Directors
of the 275 centers responding to this survey reported 125 student
suicides in the previous year; among these students, 61 [percent] were
depressed, 21 [percent] had relationship problems, and 11 [percent] had
academic problems (496).
College students have an increased risk of alcohol abuse. (495)
o The New York Times Article
The New York Times published an article titled, Mental Health Needs
Seen Growing at Colleges by Trip Gabriel (2010) discussing the increase
in mental health disorders in college students in the recent years.
According to the American College Counseling Association, there was an
increase from 16 percent (2000) to 44 percent (2010) of students in
counseling who have severe psychological disorders.
Stony Brook University is a good representation of most college
campuses around the country because of the high diversity and groups
of students attending the college. Stony Brook has seen a sharp
increase in demand for counseling - 1,311 students began treatment
during the past academic year, a rise of 21 percent from a year earlier.

The most common disorders today: depression, anxiety, suicidal

thoughts, alcohol abuse, attention disorders, self-injury and eating
disorders

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B. Survey Results

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C. Take Five Miami Website

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D. Take Five Miami Facebook

E. Social Media Posts

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F. Email Sent to Chapter Presidents

Hi <insert chapter president name>,

Myself, and a small group of students are representing Miami in a national competition this upcoming
semester. We are working with the non-profit organization The Campaign to Change Direction. Together,
we hope to educate and spark positive conversation about mental health on Miamis campus. Our goal is
to get students to take a pledge to learn about the 5 signs of mental suffering, and I am wondering if
<insert organization name> would be interested in learning more about mental health and taking the
pledge. All my team and I would need is 5 minutes at one of your meetings.

Thank you,
Megan Day

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G. Snapchat Takeover

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H. Print Distribution

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I. Press Release
Press Release
The Miami Student
FOR IMMEDIATE RELEASE
Contact:
Eileen Curran
curranem@miamioh.edu
(678) 628-3108
http://www.takefivemiami.weebly.com
http://www.changedirection.org
MIAMI UNIVERSITYS TAKE 5 CAMPAIGN RAISES MENTAL HEALTH AWARENESS
OXFORD, Ohio Feb. 15, 2017 Recent studies have shown that in a poll of over 100,000 college
students, one in two students have required counseling during their time in school, and one in three have
considered suicide. A number of adverse attributes such as anxiety, depression and stress have resulted
in a debilitation of college students mental wellbeing. Many students are afraid to come forth about their
mental disorders in fear of being different and being ostracized. Fortunately, the Campaign to Change
Direction developed Five Signs of Mental Suffering to help people recognize the different signs of
mental suffering. The five signs are personality change, agitation, withdrawal, decline in personal care
and hopelessness.

The Campaign to Change Direction has partnered with Miami Universitys Public Relations Student
Society of America and the Strategic Communications Bateman program to spread awareness of the
Campaign to Change Direction. The goal of the initiative is to help students fight mental suffering and
change the negative stigma surrounding mental health.
It is now Miamis turn to help dispose of the negative stigma surrounding mental health on Miamis
campus and educate individuals in Oxford, Ohio, about the five signs of mental suffering. We have
developed Take 5 Miami, our own initiative to educate students about the signs of mental suffering and
how to get help. From Feb. 15, 2017 to March 15, 2017, a number of different tactics will be enacted
around Miamis campus so that students can be provided with information on what they can do to prevent
mental illnesses, and seek help at Miami.
Take 5 Miami will be around campus over the course of the next month encouraging students and
faculty to sign the pledge. The pledge can be found at take takefivemiami.weebly.com and is Miami
Universitys personal version of the Campaign to Change Directions pledge.
The Campaign to Change Direction was started in 2013 after a group of professionals founded the group
following the shootings at the Sandy Hook Elementary School in Connecticut. The initiative has since
partnered with the American Foundation for Suicide Prevention, the American Psychiatric Association,
Give an Hour and many more. Since 2013, it has reached over 154 million people struggling with mental
illnesses and has provided them with help to cure and prevent further mental suffering.
The Campaign to Change Direction has dedicated itself to helping those afflicted with mental illness in
isolated parts of the country for three years. For more information on the Campaign to Change Direction,
head to http://www.changedirection.org or at our personal campaign website, takefivemiami.weebly.com.

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J. Post-It Notes

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K. Miami Matters Feature

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L. The Patch Article

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M. Armstrong Student Center and FSB Info Tables

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N. Pizza and Poses Event

O. Author Bios

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Eileen Curran is a junior strategic communications major and interactive media studies and
management double minor at Miami University. Originally from Cleveland, Ohio, Eileen has
moved around the country over ten times and currently resides in Minnetonka, Minnesota. At
Miami, Eileen is involved in a number of things, including the Public Relations Student Society
of America and her sorority. She is on the PR Visions team of PRSSA, where she has to
opportunity to gain hands-on experience by working with a real client in the Oxford area. In her
sorority, she is the PR vice president, where she deals with all things related to social media,
philanthropy, apparel and social events. She has interned at MarketingLab in Minneapolis and
hopes work in a creative PR or advertising firm similar to it after graduation.

Megan Day is a junior at Miami University studying strategic

communication and interactive media studies. She is a writer for
the publications committee of PRSSA and is currently the
president of Phi Mu sorority. Previously, she served as the Vice
President of Phi Mu sorority. She is a teaching assistant for
Senior Clinical Professor, Bill Brewer and will be attending the
study away program, Inside New York this summer. Through this
program, she hopes to strengthen her communication skills and
discover potential career paths in the public relations field.

Paige Garty is a junior strategic communications

and interactive media studies double major. Out of
class, Paige is the president of Miamis Public
Relations Student Society of America chapter, a Miami
University tour guide, member of Chi Omega
Fraternity and an avid Tasty video watcher. As a
Massachusetts native, she hopes to settle down there
later in life, but aspires to travel the world from
Iceland to Australia. One day, she hopes to utilize her
public relations skills in the entertainment and music
industries.

Leah McCloud is junior majoring in strategic

communications, with an interactive media studies
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co-major. Aside from class, she is a member of PRSSAs PR Visions and holds three director
positions for Delta Gamma Fraternity. She also is on the event planning/marketing teams for UP
Magazine and Miami Fashion and Design. This past summer Leah participated in Miamis Inside
New York program where she fell in love with the world of media after meeting with corporate
professionals in the fields of public relations and advertising. She hopes to find a career in
advertising or event planning.

Hannah Seitz is a junior at Miami University. She is majoring in strategic communications and is
co-majoring in interactive media studies. While at Miami, she has written sports feature stories
for the Miami Quarterly magazine. Her favorite organization on campus is the advertising club
where she creates campaigns for both real and mock clients. She also helped plan an Ad
Weekend at the school where students had two days to come up with a campaign for a client.
To date, Hannah has completed two internships. The
first internship was with an interior design studio where
she created web content and did market research. Most
recently, she had the opportunity to work for a new
business launch, a monthly outdoor art market in
Scottsdale. Here Hannah recruited artists for
participation, helped build the companys website, and
managed artist and company relationships.

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