Consumer Market Research Project

Group 1 - 091310

Divya Bhasin Crystal Chong Guido Ghedin

Chih-Hsiang Hsu Takashi Oba Natalia Starikova

Introduction This Consumer Marketing Research was conducted by 6 team members in Group 1 during the

Summer 2010 Term at UCLA Extension with no budget and by conducting an online survey completed by 36 people in the San Gabriel Valley on August 2010 This research for National Alliance on Mental Illness was directed under instructor Keith Gosselin and is provided to NAMI to help improve on creating awareness and helping the San Gabriel Valley community about Mental Illness

Our Concernsbull There needs to be a more improved and dedicated website

bull There needs to be a more clear focused and precise attractive communication to build stronger connection to those who want to help (including volunteering) and to those that suffer from the illness to feel comfortable with who they really are

bull To raise memberships can mean to raise memberships in youths and minorities

bull Better communications and activities are needed This will lead to better awareness and connectivity which leads to more understanding and help to the mentally ill and a better awareness of places where the mentally ill can go for help

BACKGROUND

Secondary Research

Secondary Research was conducted mainly over the internet We reviewed everything from newspaper articles press reports personal interviews reports and research conducted by the Substance Abuse and Mental Health Services and other organizations (See Appendix for a detailed list and summary)

To support the secondary research data on mental illness specifically in San Gabriel Valley we chose to conduct the primary research on Mental Illness in San Gabriel Valley through online surveys

Why Online Surveysbull Online surveys were used to keep costs low It is a convenient method to obtain information

quickly and effectively in our research

bull Online surveys create a higher response rate

bull Certain respondents are busy professionals and an online surveys allow them to respond at their own convenience

bull Many people are hesitant in answering questions about Mental Illness in person online surveys give them confidentiality and freedom to express their opinion

RESEARCH METHODOLOGY

Primary Researcha) Respondents were primarily based in San Gabriel Valley and they expressed their opinions in

an Online Survey about Mental Illness

b) The survey was conducted using Zoomerang an internet survey software tool

Survey Samplebull A non-probability sample was used in order to keep the costs low and meet necessary time

constraints

bull The survey was distributed to an unspecified number of people in San Gabriel Valley through contacts within the Team members Thirty-six were completed and returned

RESEARCH METHODOLOGY

Estimate for 2009 in the

San Gabriel Valley

ETHNICITY

In our survey86 of

respondents are Asians

ETHNICITY amp AGE

bull 8 of respondents are 21 and

under (school age)

bull 78 of respondents are 22-34

(young adultstarting family age)

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Introduction This Consumer Marketing Research was conducted by 6 team members in Group 1 during the

Summer 2010 Term at UCLA Extension with no budget and by conducting an online survey completed by 36 people in the San Gabriel Valley on August 2010 This research for National Alliance on Mental Illness was directed under instructor Keith Gosselin and is provided to NAMI to help improve on creating awareness and helping the San Gabriel Valley community about Mental Illness

Our Concernsbull There needs to be a more improved and dedicated website

bull There needs to be a more clear focused and precise attractive communication to build stronger connection to those who want to help (including volunteering) and to those that suffer from the illness to feel comfortable with who they really are

bull To raise memberships can mean to raise memberships in youths and minorities

bull Better communications and activities are needed This will lead to better awareness and connectivity which leads to more understanding and help to the mentally ill and a better awareness of places where the mentally ill can go for help

BACKGROUND

Secondary Research

Secondary Research was conducted mainly over the internet We reviewed everything from newspaper articles press reports personal interviews reports and research conducted by the Substance Abuse and Mental Health Services and other organizations (See Appendix for a detailed list and summary)

To support the secondary research data on mental illness specifically in San Gabriel Valley we chose to conduct the primary research on Mental Illness in San Gabriel Valley through online surveys

Why Online Surveysbull Online surveys were used to keep costs low It is a convenient method to obtain information

quickly and effectively in our research

bull Online surveys create a higher response rate

bull Certain respondents are busy professionals and an online surveys allow them to respond at their own convenience

bull Many people are hesitant in answering questions about Mental Illness in person online surveys give them confidentiality and freedom to express their opinion

RESEARCH METHODOLOGY

Primary Researcha) Respondents were primarily based in San Gabriel Valley and they expressed their opinions in

an Online Survey about Mental Illness

b) The survey was conducted using Zoomerang an internet survey software tool

Survey Samplebull A non-probability sample was used in order to keep the costs low and meet necessary time

constraints

bull The survey was distributed to an unspecified number of people in San Gabriel Valley through contacts within the Team members Thirty-six were completed and returned

RESEARCH METHODOLOGY

Estimate for 2009 in the

San Gabriel Valley

ETHNICITY

In our survey86 of

respondents are Asians

ETHNICITY amp AGE

bull 8 of respondents are 21 and

under (school age)

bull 78 of respondents are 22-34

(young adultstarting family age)

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Secondary Research

Secondary Research was conducted mainly over the internet We reviewed everything from newspaper articles press reports personal interviews reports and research conducted by the Substance Abuse and Mental Health Services and other organizations (See Appendix for a detailed list and summary)

To support the secondary research data on mental illness specifically in San Gabriel Valley we chose to conduct the primary research on Mental Illness in San Gabriel Valley through online surveys

Why Online Surveysbull Online surveys were used to keep costs low It is a convenient method to obtain information

quickly and effectively in our research

bull Online surveys create a higher response rate

bull Certain respondents are busy professionals and an online surveys allow them to respond at their own convenience

bull Many people are hesitant in answering questions about Mental Illness in person online surveys give them confidentiality and freedom to express their opinion

RESEARCH METHODOLOGY

Primary Researcha) Respondents were primarily based in San Gabriel Valley and they expressed their opinions in

an Online Survey about Mental Illness

b) The survey was conducted using Zoomerang an internet survey software tool

Survey Samplebull A non-probability sample was used in order to keep the costs low and meet necessary time

constraints

bull The survey was distributed to an unspecified number of people in San Gabriel Valley through contacts within the Team members Thirty-six were completed and returned

RESEARCH METHODOLOGY

Estimate for 2009 in the

San Gabriel Valley

ETHNICITY

In our survey86 of

respondents are Asians

ETHNICITY amp AGE

bull 8 of respondents are 21 and

under (school age)

bull 78 of respondents are 22-34

(young adultstarting family age)

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Primary Researcha) Respondents were primarily based in San Gabriel Valley and they expressed their opinions in

an Online Survey about Mental Illness

b) The survey was conducted using Zoomerang an internet survey software tool

Survey Samplebull A non-probability sample was used in order to keep the costs low and meet necessary time

constraints

bull The survey was distributed to an unspecified number of people in San Gabriel Valley through contacts within the Team members Thirty-six were completed and returned

RESEARCH METHODOLOGY

Estimate for 2009 in the

San Gabriel Valley

ETHNICITY

In our survey86 of

respondents are Asians

ETHNICITY amp AGE

bull 8 of respondents are 21 and

under (school age)

bull 78 of respondents are 22-34

(young adultstarting family age)

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Estimate for 2009 in the

San Gabriel Valley

ETHNICITY

In our survey86 of

respondents are Asians

ETHNICITY amp AGE

bull 8 of respondents are 21 and

under (school age)

bull 78 of respondents are 22-34

(young adultstarting family age)

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

In our survey86 of

respondents are Asians

ETHNICITY amp AGE

bull 8 of respondents are 21 and

under (school age)

bull 78 of respondents are 22-34

(young adultstarting family age)

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

70 of respondents

recommend someone with mental

illness go to get help first from Doctor

or Counselor of an organization

specialized in mental illness

50 of respondents think

that a person with mental illness

will seek advice from Friends and

Family first

82of respondents believe there is a stigma attached to mental illness

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

6of people will go to religious or

spiritual leaders for advice or help

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

97 of respondents agree that parents can play a key role

in identifying and treating young adults with a mental illness

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

27 of these 97 think ldquogroup meetings with psychologistsrdquo

are most effective in helping mentally ill people and their families

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

8 of respondents say that

they are not affective at all

Celebrities and Sponsors

75 of respondents think they are very

affective in order to grab attention

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

ONLY 3 of all the respondents liked Newsletters as the communication

medium

STAY AWAYrsquoS

Influential Forms of Communication

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Social activities

56 of all the respondents are not likely to participate in events like Art

Galleries and Exhibition

STAY AWAYrsquoS

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

67 unaware

33 aware

amongst those 27 specified which

kind of organizations

- 3 community non-profit

organizations

- 2 national non-profit

- 1 public University

- 2 government departments

Awarenessabout organizations offering mental illness support

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

87 of the respondents feel that

difficulties in the family help kids develop

problems like Mental Illness

Less than 10 of the respondents were

aware about NAMIrsquos resources

Various helpshellip

COUNSELING

EDUCATION PARENTS

GRANTS

PROFESSIONAL HELP

SEMINARS

hellipBUT

And those that were aware only knew by association

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Every year 1100 college students in America

kill themselves

On average about 3 teenagers commit suicide a

day

33 of the 21 and under respondents agree

with the findings in this survey research

HARD REALITY

Article Published in San Gabriel Valley Tribune Apr 20 2007 by Patty Fisher

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Respondents that are 21 and under say that they would

most likely take action for a social cause if there is an

active community and social cause event activities to reach them

67 of those 21 and under feel that celebrities are

effective in getting their attention

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

When it comes to supporting a social cause respondents

21 and under prefer Sponsor and Celebrity related events

and fun and engaging social activities

33 feel that social events group meetings and non-medical

counseling sessions are most effective in helping people with

mental illness

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

CONCLUSIONSbull WHO IS IN THE COMMUNITY

87 of the respondents in the survey are Asians According to 2009rsquos City Data of San Gabriel Valley almost 57 of the demographics are Asians leaving the Hispanics behind at only 27

bull WHO ARE THE INFLUENCERSAccording to the survey results people with mental illness will not likely go to religious or spiritual leaders for advice or help They would rather go to professional doctors or counselors for help and go to friends and family for advice

bull WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATIONOur results indicate that the effective way of communication with the target is through newspaper articles word of mouth local community events and the internet Newsletters were only preferred among 3 of the respondents With people 21 and under social events active communities internet and newspaper articles are effective in communicating to them

bull WHAT DO THEY WANTPeople and families facing problem of mental illness will likely attend group meeting with professional psychologist and doctors

bull WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSEResults show that people will highly participate in activities like donation concerts food fundraisers and sports related events Fun and engaging social activities that involve big sponsors and celebrity profiles were preferred by respondents 21 and under

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

RECOMMENDATIONSBased on our research here are the following recommendations for NAMI

1) Choose a specific focus to concentrate efforts and to improve targeting For instance to concentrate more on teenage mental health problems and target schools and colleges

2) According to our ethnic demographic data over 50 of SG Valley population is Asian Having more Asian resources (Asian psychologistscounselors-volunteers who can serve in their languages) will enable NAMI with a deeper market penetration

3) Streamline communication in order to be more modern and effective According to our survey the most effective influencers for a social cause are word of mouth social cause events activities newspaper articles and the Internet

4) Involving celebrities and sponsors Our competitors and other organizations successfully practice these tools for their campaigns Also 75 of our survey respondents think that using a celebrity or a well-known sponsor is affective for getting peoplersquos attention

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Secondary Research FindingsCompetitors Other organizations use following techniques to break stigma and increase awareness

bull ldquoThe Daily Beastrdquo Contest ldquoDesign a Poster about Womens Issuesrdquo

bull ldquoThe Fountain Galleryrdquo organizes art exhibitions involving artists that have mental diseases

bull Organizing unique eventscontests to involve a lot of people

bull Integrating peoplefind something in common

bull The Jamaica Association for the Deaf ldquoDeaf Dance Competitionrdquo

bull Inspireempower the audience

bull Creating an effective message (connecting funny and clear)

Using a viral approach

AIDS-Fondet - creative aids campaign

Minds on the Edge project toolkit to organize screenings and discussions in private houses or public spaces They involvedmore than 10000 people

Using the power of irony

ldquoNo Kidding Me toordquo

bull Keep it focused and target audience

National Health Information Center serves a broad variety of health issues but concentrating on each one by organizing awareness days

bull Involve celebrities and well-known sponsors

NAMIrsquos competitor ldquoBring change to Mindrdquo Glen Close

UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-

Minding Your Mind Foundation ldquoRefresh Projectrdquo contest held by Pepsi to get money and gain a lot of visibility

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

Secondary Research FindingsOrganizations serving other health issues

AIDS-Fondet organization DenmarkhttpswwwaidsfondetdkDefaultasp

National Health Information Centerhttpwwwhealthfindergovnhonhoasp

The Daily Beast American news reporting and opinion websitehttpwwwthedailybeastcom

The Jamaica Association for the Deaf (JAD)httpwwwjamaicaobservercomentertainmentDeaf-Dance-Competition-focuses-on-HIV-AIDS-Awareness-Campaign_7765269

UNHCR The UN Refugee Agencywwwninemillionorg

List of Competitors

ldquoNo kidding Me toordquohttpnkm2org

ldquoBring Change to Mindrdquohttpwwwbringchange2mindorg

National Mental Health Associationhttpwwwnmhaorg

Active Mindshttpwwwactivemindsorgindexphp

ldquoMinding Your Mind Foundationrdquowwwmindingyourmindorg

Minds on the Edgewwwmindsontheedgeorg

SourcesSubstance Abuse and Mental Health Services Administration Reports and Research about mental illness in 2008httpwwwoassamhsagovnsduh2k8nsduh2k8Resultspdf

North Dakota Department of health ndash Mental Health modulehttpwwwndhealthgovbrfssb32001mental-healthhtml

City Data San Gabriel Valley ndash Demographics and Ethnicityhttpwwwcity-datacomcitySan-Gabriel-Californiahtml

WebMD - ldquoMental Illnessrdquo definition httpwwwwebmdcommental-healthmental-illness-basics

Non-profit organizations lookuphttpwwwmelissadatacomlookupsnpaspzip=90024ampsubmit1=Submit