Social Media Campaign Plan Topic Here Your

slide1. Social Media Campaign Plan Topic Here Your Organization Here Project Name Here<br>
slide2. This PowerPoint (PPT) template is meant to be used in coordination with Using Social Media for Health Behavior Change: Technical How-to Guide.
Summary guidance/directions are provided for each relevant slide in the notes section of that slide.
Some slides are example slides. If you seek to use this PPT to present your Social Media Campaign to other departments/colleagues, you may want to consider deleting these slides to avoid confusion or moving them to the end of the slide deck. *Note that slide numbers may then no longer coincide with the Technical How-to Guide.*
For slides that you need to delete information and replace it with your campaign plans/ideas, you may consider downloading the original slide deck to keep as a reference. How to Use this PPT Template<br>
slide3. High rates of mental health problems (e.g., depression/suicidal thoughts) among young adults (20-34) in Ghana
Ghana: WHO Special Initiative for Mental Health Situational Analysis (January 2022)
Youth (20-29) 6.4% experience depressive disorder
Elderly (70+) 7.9% experience depressive disorder
Government of Ghana: DHMIS2 Data (Q1, 2023)
Total depression reported rates for 20- to 34-year-olds=202 (highest group)
2022=2349
Total depression reported rates for 35- to 49-year-olds=134 (second highest group)
2022=1899 Problem Statement/Audience/Contextual Factors ~5 million 20- to 29-year-olds on social media in Ghana
~200k people aged 65+ on social media in Ghana
Community-level health centers (CHPs) do not have mental health services available—must go/be referred to regional hospital<br>
slide4. Persona Example Akosua n/a Female 23 Tertiary completion Unemployed $0 English, Twi, Ga Lives at home and depends on parents Self-medication She believes in education and completed tertiary early. She values her love life and values her parents’ opinion. She is religious and believes in God. She is pregnant, but unmarried—her father is a pastor. She worries about being stigmatized for having a child before marriage—she doesn’t know if she should abort or keep the baby. She is pregnant, jobless, and boyfriend is wanting her to abort the baby. Lack of mental health services at community level O Perceived cost of mental health services O May need permission to go to health center O Needs health information to make a choice O Other counseling (AgooSHE+) is a call away (easy) O Toll-free hotline is free O Has access to social media O<br>
slide5. Persona Example Emmanuel n/a Male 25 Technical/Vocational Institute/Senior High School Sales Professional 300 Ghana Cedi/month(~$26 USD) Fante, Twi, Nzema In a relationship; no child yet and lives in a large extended family Prefers self-medication and/or Clinics for emergencies Believes in becoming successful through hard work, integrity, and faithfulness. He believes in God and chastity. He believes he is depressed due to economic or financial reasons; things are hard for him. He is currently suffering from hepatitis B but is relying on self-medication using a concoction from an unregistered herbalist. His current job pays so little, which has made him depressed and anxious since he needs to care for his parents and himself using the little money he earns. Financial or Economic hardship N Perceived expensive cost of Health services Y Stigma of mental health among peers Y Lack of mental health services Y Perceived ease in accessing mental health services Y Seeing peers sharing mental health challenges Y Knowledge of the poor health effects of depression Y Success stories of people who were depressed Y<br>
slide6. Persona Template<br>
slide7. Persona Template<br>
slide8. Needs Assessment (Barriers & Enablers) Social stigma linked to mental disorders (WHO, 2023) (social—stigma/norms) Health system skewed to southern part of country; less accessible services in CHPS (lowest facility level) for mental health (WHO, 2023) (structural—availability) Access to relevant information (individual—knowledge) Online mental health services (structural—availability/convenience)
Free/toll-free mental health service center (structural—availability/convenience)<br>
slide9. Reduction in mental health problems (e.g., depression/suicidal thoughts) among youth in Ghana Goal and Intermediary Objectives Increase in awareness/knowledge of AgooSHE+ hotline.
Increase in confidence to access mental health services.<br>
slide10. Empathy Map Emmanuel and Akosua That they are important and that life matters A reliable source for mental health information is the Goodlife brand More information regarding available mental health services Love and support from people close to them, friends/family members That there is easy and accessible mental health information That mental health services are affordable (less expensive than perceived to be) That self-medication is never a good option; visiting a hospital and/or speaking with a mental health professional is a necessary action Role models speak against mental health stigmatization More people sharing their experience and their journey through depression and anxiety Accurate information about available mental health services Success stories of people who have come out of/overcame depression Confident to call or access a hotline Feel that they have a peer-support network That there is a safe environment to speak about mental health challenges that one faces<br>
slide11. Impact/Viability Matrix Activity in-person where people share their thoughts (output: pre-recorded messages/still images) Celebrity testimonials (video/still images) FB/Instagram Live: testimonials from peers that experienced depression and overcame (their journey) FB/Instagram Live: 1:1 Discussion with peer that experiences depression — moderator leading discussion Interview a Mental Health Specialist as trusted messenger (output: two 15 second videos/3 still images with quotes) Inspiration quotes (GIFs) with key information on AgooSHE+ hotline noted Still images: AgooSHE+ (contact info/free): “phone call away” Still images/video: about AgooSHE+ hotline (How to Navigate/Call In Role Play) Testimonials: still images; using a digital (cut out) banner Pre-Recorded Peer Testimonials (output: 15 second videos)<br>
slide12. Example: Reach 20% of estimated audience of 20- to 34-year-olds in 6-week campaign
Example: Achieve 3% of estimated audience of 20- to 34-year-olds comments on each post in 6-week campaign
Example: Achieve 3% of estimated audience of 20- to 34-year-olds liking each post in 6-week campaign Example: Achieve a 15% increase in youth (20-34) who know about the AgooSHE+ hotline service for mental health support
Example: Achieve a 10% increase in youth (20-34) who feel confident to access mental health services Monitoring and Evaluation Plan<br>
slide13. Survey/Poll Questions Do you recall seeing an ad for (mental health) from (GoodLife, Live it Well) online or on a mobile device in the past (30 days)?
Yes
No
Not sure
What gender are you?
Male
Female
Nonbinary
Are you between the ages of 20 to 34 years old?
Yes
No How confident do you feel accessing mental health services? (or How confident are you that you could access mental health services if you wanted to?)
Very confident (desired)
Somewhat confident (desired)
Only a little confident
Not confident at all
I don’t know Have you ever heard of AgooSHE+?
Yes (desired)
No
Not sure

If yes, do you know what AgooSHE+ is?
Yes (desired)
No
Not sure<br>
slide14. Action Plan/Timeline<br>
slide15. AgooSHE+ is a free hotline
Mental health services are a phone call away
Your mental health is essential!
Your mental health matters Campaign Messaging/Creative Approach Tone of Voice:
Serious/formal but informative and approachable
Visual Look:
Real people, trusted messengers (health professionals), informative discussions
Color Palette:
GHS GoodLife branded logo for content, uplifting/colorful images and content
Content Type(s):
GIFs, videos, photos/images Confidence to access mental health services
Knowledge/awareness of AgooSHE+ hotline Hashtags:
#GHS
#everydaything
#MentalHealthMatters
Tags (@)
GhanaHealthService
GoodLife, Live it Well<br>
slide16. Content Calendar/Budgeting 6 weeks $5,000
A/B Testing:
$100
Pre/post Polls:
$300
Ad credits:
$4,700 (~$760/week or $25/day)<br>
slide17. Confidence to access mental health services
% Very confident (desired)
% Somewhat confident (desired)
% Only a little confident
% Not confident at all
% I don’t know
Confidence/by Age
%
Confidence/by Gender
% Knowledge of AgooSHE+ (Heard of it)
% Yes
% No
% Not Sure
Knowledge of AgooSHE+ (Heard of it)/by Age
%
Knowledge of AgooSHE+ (Heard of it)/by Gender
%
Knowledge of AgooSHE+ (Know what it is)
% Yes
% No
% Not Sure
Knowledge of AgooSHE+ (Know what it is)/by Age
%
Knowledge of AgooSHE+ (Know what it is)/by Gender
% Pre-Survey/Poll Results<br>
slide18. Performance Tracker Example Performance Tracker Information<br>
slide19. Recall of ad on mental health from _____ in past ___ days
% Yes
% No
% Not Sure
Confidence to access mental health services by Recall (yes)
% Very confident (desired)
% Somewhat confident (desired)
% Only a little confident
% Not confident at all
% I don’t know
Confidence/by Age (by Recall)
%
Confidence/by Gender (by Recall)
% Knowledge of AgooSHE+ (Heard of It) (by Recall)
% Yes
% No
% Not Sure
Knowledge of AgooSHE+ (Heard of It)/by Age (by Recall)
%
Knowledge of AgooSHE+ (Heard of It)/by Gender (by Recall)
%
Knowledge of AgooSHE+ (Know What it Is) (by Recall)
% Yes
% No
% Not Sure
Knowledge of AgooSHE+ (Know What it Is)/by Age (by Recall)
%
Knowledge of AgooSHE+ (Know What it Is)/by Gender (by Recall)
% Post-Survey/Poll Results<br>