Communications as Ikor

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여러분들 중 심리학을 전공하신분은 아시겠지만, 미국에는 APA(우리말로는 아파~ 라고 읽나요?..)라는 유명한 심리학 협회가 있습니다. 이번 케이스는 이 협회의 사회적 이슈에 대한 캠페인 자료입니다. 협회 내부에서도 이러한 캠페인을 벌인 동기가 있었습니다. 미국은 아시다시피 정신질환에 대한 분류 및 영역이 굉장히 포괄적입니다. 약간 술을 많이 마셔도 관련 정신치료 프로그램 타령을 하고, 부인을 한대 치면..(물론 큰 일이지만) 또 이상한 치료 프로그램에 가서 이상한 정신 순화 치료를 받습니다.

 

한 발표를 보니, 미국에서 1000명당 정신치료 경험자가 한국인 1000명당 정신치료 경험자보다 약 10배이상 많은걸로 나타났다고합니다. 바꾸어 생각해보면 적절한 정신치료 시스템이 부족한 우리나라에서는 많은 (광범위한 의미로) 정신질환자들이 정상인들과 함께 일상생활을 하고 있다고도 해석이 되겠지요. 그래서 서울시내 거리를 걷다보면 그리 이상한 괴짜들이 많은가 봅니다.

 

아무튼 APA는 사회에서 등한시되는 정신치료에 대한 가치를 개선하고자 전략적인 캠페인을 디자인 했습니다. 이러한 캠페인은 자칫 고루해 보일수 있습니다. 뭐 요즘은 캠페인이 너무 흔해서~, 해봤는데 별로더라구~, 너무 시간도 오래걸리고 돈도 많이들어서~ 등등의 의견들이 계십니다.

 

그러나 쌈팍“한 PR프로그램도 좋지만 문제의 근본을 바탕으로 한 일반적 접근이 더 효과적일 때가 많이 있습니다. 캠페인이라고 다 같은 캠페인이 아닙니다. 그 캠페인을 누가, 어떻게 운영하느냐 하는게 문제이지요.

 

만약 Goal을 확실히 세워놓고 전략적인 캠페인을 효과적으로 운영한다면, 그 보다 더 좋은 Issue Management는 없을 겁니다. 이러한 케이스 스터디를 하는 이유도 항상 똑같은 PR프로그램들을 지루하게 감상하는 것이 아니라, 이 프로그램은 이게 잘못됬고, 이게 잘됬고 하면서 감을 잡는거지요. 똑같은 보도자료도 잘되고 못된것이 있듯이 똑 같은 홍보 프로그램도 우열이 있습니다. 쌈팍한 홍보 프로그램을 찾기전에 우수한 프로그램의 운영에 신경써야 할 필요도 있다는걸 말씀드리고 싶습니다.

 

밑의 APA 케이스도 지루합니다. 일반적이고요.

그러나 APA는 원했던 목적을 달성했습니다. 과학적인 서베이를 통해 사전사후의 목표공중 변화를 체크했습니다. 이것이 효과적인 홍보입니다. 쌈팍해서 할때는 그럴듯 하지만 끝나고서는 아무도 그 효과를 모르는 좀 웃기는 프로그램이 아니었다는 얘기겠지요.

 

토요일이라 그런지 더욱 글이 오락가락합니다. 이해해주세요.

추워지는데 건강 유의들 하시고 저는 그럼 먼저..”홍보!”

 

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Talk to Someone Who Can Help

The American Psychological Association (APA)

 

OVERVIEW

 

The American Psychological Association was faced with several challenges:

 

· Americans’ access to mental health services including psychological services was being curtailed by managed care plans.

 

· APA members were concerned that consumers and other important publics did not understand the value of psychological care.

 

· Mental health services and the people who use these services were stigmatized.

 

The Goal: to create more public awareness of the value of psychological services, to decrease stigma, to encourage appropriate utilization of care, and to lay the groundwork for efforts to increase consumer access to psychological services from insurers and employers.

 

RESEARCH

 

A five-phase research program was designed to gauge the public’s knowledge of and attitudes toward psychology. It provided the foundation upon which the campaign was created. Research represents 50% of the campaign spending for 1995 and 1996. Research included:

 

· Town meetings with APA members held in 34 cities to receive a “situational analysis” from the front lines and to earn member “buy-in” for the campaign and their future involvement in grass-roots campaign activities.

 

· Eight consumer focus groups in geographically diverse cities to explore public attitudes, needs and concerns towards health care, mental health care and psychology.

 

· A 1,200-household national telephone survey to further test public attitudes, needs and concerns expressed in the focus groups.

 

· Pre and post-campaign testing in lead cities: Denver, CO. and Hartford, CT.

 

· Two Final consumer focus groups to test campaign messages and creative materials.

 

Research showed that while Americans value good psychological health and understand its impact on physical health, they are unsure about when and how to seek psychological services and are also concerned about the costs of such care and whether their insurance would pay for it. Research also revealed that while Americans are feeling the negative effects of the threat of job loss, family pressures and the problems of physical illness, they did not always see psychological care as a potential solution to these problems. These findings built the underlying strategy of the campaign.

 

PLANNING

 

Based on what was learned in the research phase, key campaign strategies were:

 

· Target women as the primary health care decision-makers in most families.

 

· Use media relations to multiply the message in a cost-effective and credible way.

 

· Educate consumers about the value of psychological services, define when it’s appropriate to seek psychological care, and decrease its stigma by creating advertising that people could relate to–“real people dealing with real life issues”.

 

· Create more than one direct response mechanism for consumers to learn more about psychological care; each with direct links to appropriate referral services.

 

· Include some tactics that APA members nationwide would see and value so that they would be more inclined to support and implement campaign activities at the grass-roots level.

 

· Make the best use of campaign start-up funds by focusing campaign activities–media, advertising and consumer outreach–in two lead cities to demonstrate campaign effectiveness and build support for increased funding within the association governance and state associations.

 

· Provide APA members with a free campaign kit, a guide for conducting the campaign at the local level, and training to implement the campaign.

 

Campaign Objectives were:

 

1. Expand consumer awareness of the role of psychologists in helping people deal with job stress, health, and family issues.

 

2. Generate consumer responses to an 800-line and a World Wide Web site for more information about psychological services or a referral to a psychologist.

 

3. Generate support for the campaign among APA leadership and rank and file members so they would implement the campaign at the local level during campaign years 2-5.

 

EXECUTION

 

The campaign included:

 

· Media Relations –campaign launch press event in New York with satellite link to two lead markets; an audio news releasee national news feature distribution with an infograph.

 

· Television, radio and print advertising which carried forward the three campaign theme vignettes and told stories about average people finding help from psychologists in coping with real life issues. Ads included a consumer response 800#.

 

· The Help Center–a consumer information center on the World Wide Web included all campaign consumer information material and special features on campaign vignette themes–job stress, the mind-body connection, and family relationships.

 

· A consumer information brochure which answered the public’s questions, as identified in the research phase, about psychological services.

 

· Campaign activities focused in lead cites.

 

· A campaign kit included. technical advice and campaign materials which could be reproduced.

 

· Campaign training was provided in central locations across the country.

 

EVALUATION

 

· Post campaign survey research found increases in awareness in both lead cities: awareness of psychologists as mental health providers up from 52% to 63%; persons believing mental health coverage is important, up from 75% to 82%; Persons who said they would be likely to seek mental health care for family problems-a key campaign theme-up from 59% to 67%.

 

· Over 100 million media impressions were generated including AP, USA Today, Los Angeles Times syndicate, the Washington Post, CNN, local newspapers, and numerous health and women’s magazines, between February 1996 and January 1997.

 

· 223,308 “hits” were recorded by visitors to the campaign consumer help center on the World Wide Web between February 1996 and December 1996.

 

· More than 7,000 calls to the 800-line by consumers between February and June 1997–the months of most campaign activity.

 

· In Colorado calls to the state referral service QUADRUPLED during the months of campaign activity; calls to the referral service in Connecticut DOUBLED.

 

· 27 states have engaged in campaign activities or projects; 2,763 calls were received from APA members who wanted a campaign kit or other information about the campaign; 750 APA members attended grass-roots campaign training sessions.