APPENDIX M COMMUNICATIONS STRATEGY

Commissioner’s Message

This plan supports DBHIDS’s efforts to address Trauma, achieve Equity and engage Community (TEC) to help all Philadelphians thrive. Included in this plan are the materials and distribution strategies that will be employed to provide individuals with information and resources to connect trauma-addressing, -mitigating, and -reducing services. This plan will evolve to be responsive to needs as they emerge. Our intent is to ensure a diverse and robust strategy that reaches all demographics as DBHIDS is here to serve all Philadelphians.

Organization of the Plan

This plan is organized with new and existing materials produced by the Department over many years of programming and addressing a variety of behavioral health needs. This plan reflects the varied and innovative programming with community-based organizations and stakeholders that spans beyond traditional behavioral health interventions and includes efforts utilizing a population health approach. The materials are meant to be informative and engaging to provide access to trauma resources. Included in this plan is our distribution strategy for multiple outlets, social media, radio, TV, billboards, and partnership with other City agencies, behavioral health providers, and community-based organizations. Our intention is to blanket the city with trauma resources and supports.

Materials and Platforms

DBHIDS has developed materials in multiple formats to educate Philadelphia residents about various resources addressing trauma. Below include some of those resources and/or strategies to deploy messaging.

1. Palm cards

Palm cards were created to educate and inform Philadelphians about trauma resources. We worked with committees and with individuals with lived experience to help us to answer the questions: What is trauma? What is specific trauma (violence, pandemic, racism, etc.)? What types of events are traumatic? How does trauma feel? Who can I call for help? What can I expect when connecting to these resources?

These cards address the questions and provide an avenue to educate the public on impacts of trauma with easy –to understand access points to services. Through this process, we identified and prioritized four palm cards. The cards are a general trauma card, a gun violence trauma card, early childhood trauma card, and a school-aged trauma card. Future cards recommended were domestic violence, child abuse, physical or emotional neglect, racism or discrimination, grief and loss, pandemic-related isolation, vicarious trauma, secondary traumatic stress, practical skills for coping with trauma, and resilience. The four cards that were created have been distributed in several settings including schools, libraries, play streets, health centers, community-based organizations, and more.

2. Public service announcements (PSAs) and podcasts

DBHIDS is in the process of creating PSAs and podcasts. We hope these will reach individuals across AM/FM radio stations and via streaming services at different times of day across a multitude of platforms.

3. Social media

We coordinated with Snap 2 Marketing/PR which recommended the following strategy: General: a. Position DBHIDS as THE go-to resource for trauma-related mental health care in Philadelphia. b. Show residents how to access services, especially those that are community-based. c. Educate the public about trauma – the sources, symptoms, disparities, and solutions. d. Engage the DBHIDS network of providers in spreading awareness about trauma and the Department. e. Humanize the Department and TEC as it is important for the public to see the humanity inherent in the work.

4. Content Strategy

a. Follow the 80/20 rule for social media – for every four posts that provide useful/helpful information, one post can be about DBHIDS (e.g. a quote from Commissioner Bowen) b. Linking: Link content to easily accessible information on the DBHIDS website or on HealthyMindsPhilly.org. The primary content here will be a series of blogs about trauma (one to two per month). c. Content mining: Enlist trauma subcommittees and various units to write the blogs as well as to furnish factoids, research, and events. d. Produce videos to highlight DBHIDS’ approaches to trauma, success stories, and how to access services. e. Produce a social media toolkit with content on trauma that others can share. f. Highlight the work of providers. (Note: This type of reciprocity will encourage them to share trauma toolkit posts.)

5. Timing, Type and Frequency a. For the next six months, 80 percent of the content on DBHIDS’ social channels will be focused on TEC work and messaging. This includes access to services and education. b. Another 15 percent will be related to IDS. c. The remaining 5 percent will consist of other City agency initiatives in the Health and Human Services cabinet, i.e. Office of Public Health and the Office of Children and Families. d. Frequency: i. Facebook – DBHIDS averages 36/posts month. About 28 will be TEC-related. ii. Twitter – DBHIDS averages 120 posts/month. About 90 will be TEC-related (some of these can be repeated or use slightly different graphics/copy). iii. Instagram – DBHIDS averages a few posts/month. Frequency TBD. iv. LinkedIn—While a LinkedIn page exists, it is underutilized. If one of the goals is to communicate with professionals, a separate LinkedIn strategy should be developed.

6. Type i. The content will be a combination of news-related, event driven, and evergreen (trauma facts for example). ii. TEC events should be promoted three times each – say two weeks and two days beforehand and once after (with a photo from the event). Larger events (e.g. Faith and Spiritual Affairs Conference) could be promoted more. iii. A six-month social media calendar will be created and shared with the TEC team to provide ample time for planning and execution.

7. Creative Strategy a. Engage the community with very simple, relatable content: one fact at a time. b. Develop the creative with an outside-in mindset, always cognizant that it’s about needs and solutions. i. As an example, a video on Porch Light would tell the story about art as a healing mechanism to trauma, the people involved and the WHY, not just the WHAT of Porch Light. c. Use photography as much as possible to humanize the work and, where it makes sense, accompany the photos with posts that use a storytelling approach. d. As resources allow, utilize videos to capture the attention of followers.

8. Sample Content Ideas

Trauma awareness and education

A campaign of multiple posts (10 or more) featuring simple facts about the sources, the symptoms, and the disparities around trauma. Each post will have a call to action (Such as “Call 988”). A campaign like this is evergreen.

These posts can form the basis of the social media toolkit which can be shared with providers in the network and other City departments.

9. Position DBHIDS executives as trauma thought leaders

Commissioner Bowen’s statement during the tragic house fire in February is a great example of this type of content. Key messages from presentations made and attributed information from reports are other examples of this type of content.

10. Events

Media coverage from the previous year can be a powerful way to engage on social media. There are numerous creative ways to promote events—a photo collage from previous years, quotes from people who attended in the past, media coverage, photos of presenters, etc.

11. Blogs

There is existing trauma-related content on the HealthyMindsPhilly.org website that can be repackaged and shared on social channels.

12. Humanize DBHIDS

While photos of staff at work should be used judiciously it is good to pull back the curtain from time to time – for example to tease a big announcement by showing the team planning it a few days ahead, or to promote the culture while encouraging job applicants.

13. Website

In 2022, DBHIDS created a trauma page on the DBHIDS.org website dbhids.org/trauma as a one-stop landing page for all 37 programing resources including individual, community, website/trainings, and hospital-based programs. This web-page details each program, allowing the user to connect to each resource. This page also includes state and federal trauma resources. Another website was designed as an online resource and tool to support and improve Philadelphians mental health and well-being called HealthyMindsPhilly.org. This website is linked to the DBHIDS trauma website and vice versa to provide connection to all the resources that DBHIDS has to help residents connect to supportive resources.

14. Distribution Plan a. Palm cards and hard copy materials- we plan to distribute paper copies of the palm cards on a biannual basis to the following: i. DBHIDS providers ii. PDPH health centers iii. Free libraries iv. Parks and Rec centers v. Barber shops + beauty shops vi. Corner stores vii. Schools/community schools viii. State legislative offices ix. City Council offices x. Police stations xi. Municipal service buildings xii. Community Crisis Intervention Program (CCIP) xiii. Events (concerts, etc.) xiv. Resources kits, tabling etc. xv. Halfway houses xvi. Places of worship xvii. Faith-based organizations xviii. Philadelphia Housing Authority xix. Community resource centers xx. County Assistance Office xxi. Hospitals xxii. SEPTA bus wrappers/signage in subways

DBHIDS intends to have a reliable cadence to distribute educational trauma resources. Our intention is to have permanent placement of trauma materials and to distribute physical materials in a variety of settings. Below is our distribution plan for each platform.

Key distributors will include: xxiii. Planning and innovation teams xxiv. Philadelphia System of Care xxv. ReCAST - community conversations xxvi. Healthy Minds Philly and DBHIDS.org xxvii. Behavioral health providers xxviii. Mayor’s Office of Civic Engagement and volunteer services xxix. Door-to-door palm card distribution xxx. Trauma captains/block captains xxxi. Community-based organizations b. Social Media - twice a week, our communications team will post information about the DBHIDS trauma resources for the purpose of informing the public of all the resources and how to access the resources. These posts will be across all DBHIDS platforms to include Instagram, Facebook, and Twitter.

The four palm cards have been translated into the top ten languages spoken in Philadelphia: Spanish, Chinese (simplified), Russian, Vietnamese, Portuguese, Haitian Creole, Arabic, Dari, French, and Bengali. The palm cards will be shared these languages and language assistance is available at all trauma resources mentioned in the palm cards.

The DBHIDS communications team drafted the TEC social media campaign below: i. Professional audiences two to three times weekly, i.e. LinkedIn from 8 to 11 a.m. ii.  Community partners, provider organizations and general audience 3x weekly Facebook/6-9 p.m. and noon to 3 p.m. iii. Community partners, provider organizations and general audience 3x weekly Twitter/9 a.m. to noon iv. Community influencers two to three times weekly; Intagram from 6 to 9 p.m. and noon to 3 p.m. v.  Film screenings three times a month vi. Conferences every other month vii. Trainings three times a month viii. Monthly events two to three times a week ix. Support groups three times a month, scattered throughout the month x. Community events two times a month (BBQs) xi. City events two times a month (such as school district events) xii. Week prior reminders to register for upcoming events xiii. Placeholders for general info and generic info for TEC c. Radio/podcasts - we plan to run radio advertisements on both WURD and WHYY radio stations drawing Philadelphians to our DBHIDS.org/trauma web-page and social media channels for information on DBHIDS trauma resources and how to access these resources. Podcast outlets TBD.

Have You Experienced Traumatic Stress?

Have You Experienced Traumatic Stress?

Trauma is an emotional response to a terrible event or series of events.

Trauma can occur from a single experience or prolonged experiences.

Trauma is a frightening or violent event that can pose a threat to how you feel physically and/or how you feel emotionally inside.

Traumatic events might include:

Violence

Racism

Neglect

Physical or emotional abuse

Pandemic related isolation

Grief and Loss

Trauma can feel like:

Heart racing or skipping

Body aches

Emotional swings

Outburst of anger or rage

Support is available:

For help with the impact of trauma, please contact:

Member Services 888-545-2600

(For mental health and substance use services)

Philadelphia Crisis Line 988 or 215-685-6440 Network of Neighbors 267-233-4837

(respond to trauma in communities)

Fear Depression Anxiety No energy

You can expect: Compassionate professionals to listen and connect you to services. Insurance and paperwork assistance to get the help you need. Ongoing support as needed, including contacting professionals.

For more tips and resources visit D B H I D S . O R G / T R A U M A

Sources: traumaresourceinstitute com and unicefusa org

Your Boost Mood Boost Boost

Trauma is an emotional response to a terrible event or series of events.

Numbers to Know 24/7

988 Suicide and Crisis Lifeline

Member Services

Trauma can occur from a single experience or prolonged experiences. Trauma is a frightening or violent event that can pose a threat to how you feel physically and/or how you feel emotionally inside. or 215-686-6440

Care Connect Warmline

888-545-2600 mental health crisis mental health and substance use

Places to Go

Friends Hospital 4641 Roosevelt Blvd. 215-831-2600

Einstein Medical Center 5501 Old York Road 215-951-8300

484-278-1679 substance use navigation

For Behavioral Health Emergencies

Hall Mercer 234 S. Eighth St. 215-829-5433

Episcopal Hospital 100 E. Lehigh Ave. 215-707-2577

Websites to Visit

For 24/7 online behavioral health screenings, Mental Health First Aid trainings, events, and resources, visit

H e a l t h y M i n d s P h i l l y . o r g

Children’s Crisis Response Center 3300 Henry Ave., Falls Center 2, Suite 3N 215-878-2600

NET Access Point (Substance Use Treatment) 1007 W. Lehigh Ave. 215-408-4987

To find mental health and substance use services and providers for Medicaid recipients online, visit C B H P h i l l y . o r g

For more resources, use your cell phone camera to scan the QR code or visit D B H I D S . O R G / B O O S T wellness • behavioral health • intellectual disability early intervention • community supports

We take an active role in promoting the health and wellness of all Philadelphians through our population health approach. By empowering the entire community to take charge of their health, DBHIDS helps to create a Philadelphia in which every resident can thrive.