2. Campaign Objective
● The objective of this campaign is to
increase awareness of major depressive disorder
in female college students at Georgia Southern
during the Fall Semester of 2022.
● A secondary objective: To increase traffic
to the website Tickled Pink by 30% by December 5, 2022.
4. Slogan and Logo
What does our logo mean?
● Outline of a feminine hand, holding a delicate flower stands for hope
○ How you see and view yourself is important/delicate
● Treat yourself with kindness
○ How would you treat a flower that you picked up or was handed to you with the
directions of taking care of it?
What does our slogan mean?
● It’s OKAY not to be OKAY.
● You are not alone
○ Know the signs, don’t be afraid to ask for help
5. Planning Steps
● Assess the health issue or problem and identify solutions.
○ Major depressive disorder affects millions of Americans annually.
○ WHO.int,“280 million people at a given time”
○ National Institute of Mental Health, 17.3 million adults, 7.1% of population 18 and
older in a given year
○ Women are more at risk than males of Major Depressive Disorder than males, and
are more often affected by depression.
○ Solutions: talking to loved ones, going on medication after talking to a doctor,
exercise, etc
● Define and learn about intended audiences
○ College aged females, 18-24 y.o.
○ Direct correlation between females and prevalence and severity of depression
○ Liu, et al., “well established link between females and severity of depression.”
○ CDC.gov,“1 in 4 women is likely to have an episode of major depression at some
point in her life”
○ Self interests: maintaining friendships and social life, technology innovation, music,
and celebrities close in age
6. Planning Steps
● Define communication objectives
○ Promote overall mental/emotional side of depression and raise awareness of it
○ Raise awareness of treatment methods of depression in young women
○ Change consumer behavior toward depression and increase those who use
treatments
● Explore settings, channels, and activities best suited to reach intended audiences
○ Social media outlets, shows on streaming platforms (Netflix, HBO, Youtube)
because of impressionable audiences, college/school boards on campus, mental
health activities on campus
○ CNBC.com- social media platforms are the best way to reach young women
○ Meditation, relaxation,“we’re in this together, you’re not alone”
● Identify potential partners and develop partnering plans
○ Georgia Colleges, mental health and wellness organizations on campus, National
Suicide Hotline, Anxiety Disorder and Depression Research, young female
magazines, mental health phone apps and therapeutic phone apps.
7. Rationale for the Message
● Providing awareness, as well as a safe space for women aged 18-24 with Major Depressive
Disorder
○ 1 in 4 women in the United States will experience Major Depressive Disorder in their
Lifetime
● Women are already at a higher risk for Major depressive disorder than men
○ Can struggle coming to terms with this and asking for help
○ Treatment will eventually feel too daunting of a task
● Providing this message through a girly website
○ Events with relative anonymity (Zoom) allow for a safe space
● Being understanding and communicating with our audience will allow for a hopeful change in consumer
attitudes towards the social stigma of Major Depressive Disorder
○ Allowing women to seek treatment and recognizing that what they are
experiencing is a sign of Major Depressive Disorder
■ Alot of women believe what they are feeling is normal and don’t go further
into research or asking for help
● Breaking the social stigma around major depressive disorder is our main goal
8. Mindfulness Monday -> Wellness Wednesday
We know that sometimes school and everything else can
be hard. So we’re here to give you a break. Mental Illness
Awareness Week is from October 3-9, 2022. So this year, on
Monday we’re hosting a tabling event to see all of our
pretty faces, and to kick off the week. On Wednesday, we’re
doing a“Wellness Wednesday” at the RAC and here we’ll be
doing some meditation, breathing exercises and talking (or
not talking) with others.
Zoom Conference with Mental Health
Professionals
For our second event, we are hosting a Zoom
conference for those who need to feel a little
less alone in these trying times. This zoom
event will be taking place on the last day of
Mental Illness Awareness Week, Or October
9th at 7pm EST, and will allow for everybody
to feel a little less alone. We will have mental
health professionals, some focusing on Major
Depressive Disorder as well. So feel free to
bring questions or concerns!
Upcoming Events
Event 1 Event 2
11. Storyboard
This storyboard tells the story of a young girl who is battling depression. The
first scene shows her looking outside her room and seeing her friends happy
and playing together. However, she is depressed and does not want to do
anything. In the second scene, we see her phone with many missed calls from
her friends inviting her to hang out with them. We learn that people are trying
to reach out but she is isolating herself. The next scene shows her realizing
she needs help and going to the doctor. Next, we see she got medication to
help with her depression which is a common treatment that works for many
people. The fifth scene shows her contacting her friends to see if they want to
hang out, and we end up at the same scene as the beginning, however, this
time they are all outside hanging out.
15. Q + A!
● What questions do you have for us
about our campaign that we can
answer for you?
16. References
Bursztynsky, J. (2019, April 8). Instagram is the best way to market to teens, says Piper
Jaffray Survey. CNBC. Retrieved March 2, 2022, from
https://www.cnbc.com/2019/04/08/instagram-best-for-marketing-to-teens-snapchat-second-piper-jaffray.html
Gaynes, B. N., Rush, A. J., Trivedi, M. H., Wisniewski, S. R., Balasubramani, G. K.,
Spencer, D. C., Petersen, T., Klinkman, M., Warden, D., Nicholas, L., & Fava, M. (2007). Major depression symptoms in primary care and psychiatric care settings: a cross-sectional analysis. Annals of Family Medicine, 5(2), 126–134.
https://doi.org/10.1370/afm.641
Gaynes, B. N., Lux, L., Gartlehner, G., Asher, G., Forman-Hoffman, V., Green, J.,
Boland, E., Weber, R. P., Randolph, C., Bann, C., Coker-Schwimmer, E., Viswanathan, M., & Lohr, K. N. (2020). Defining treatment-resistant depression. Depression and Anxiety, 37(2), 134–145. https://doi.org/10.1002/da.22968
Liu, H., Zhang, M., Yang, Q., & Yu, B. (2019). Gender Differences in the Influence of
social isolation and loneliness on depressive symptoms in college students: A Longitudinal Study. Social Psychiatry and Psychiatric Epidemiology, 55(2), 251-257. https://doi.org/10.1007/s00127-019-01726-6
Nelson, J. M., & Liebel, S. W. (2018). Anxiety and depression among college students
with attention-deficit/hyperactivity disorder (ADHD): Cross-informant, sex, and subtype differences. Journal of American College Health, 66(2), 123–132. https://doi.org/10.1080/07448481.2017.1382499
Riegler, K. E., Guty, E. T., & Arnett, P. A. (2020). Neuropsychological test performance
in depressed and nondepressed collegiate athletes following concussion. Neuropsychology, 34(1), 63–76. https://doi.org/10.1037/neu0000582
U.S. Department of Health and Human Services. (n.d). Major Depression. National
Institute of Mental Health. Retrieved March 2, 2022, from https://www.nimh.nih.gov/health/statistics/major-depression
World Health Organization. (n.d.). Depression. World Health Organization. Retrieved
February 3, 2022, from https://www.who.int/news-room/fact-sheets/detail/depression
Zalaquett, C. P., & Stens, A. N. (2006). Psychosocial treatments for major depression and
dysthymia in older adults: a review of the research literature. Journal of Counseling and Development, 84(2), 192.
