ADAMH gets $9.7 million to fund inclusive Ohio-wide mental health, wellness campaign
As Ohio residents face increased mental health and substance abuse challenges during the COVID-19 pandemic, the Alcohol, Drug and Mental Health (ADAMH) Board of Franklin County is looking to develop a nearly $10 million health and wellness advertising campaign statewide.
During Tuesday's general session, the county commissioners approved a resolution to allocate $9.7 million up front to support the multimedia educational initiative. A financial commitment to cover that cost was made by Gov. Mike DeWine through the Ohio Department of Mental Health and Addiction Services and RecoveryOhio, to help expand the efforts of the Ohio Opioid Education Alliance.
Erika Clark Jones, CEO of the county ADAMH, the largest combined alcohol, drug and mental health board in Ohio, said this is a moment of dire need to respond to residents across the state who are struggling with mental-health and substance-abuse issues.
"We all recognize that the pandemic is highlighting the challenges of Ohioans, and this is one of these challenges," Jones said. "This is a way to be responsive to the needs of Ohioans during, and what will come after this pandemic once this is behind us."
Jones said the collective public, private and community partnership aims to reach all corners of Ohio with an "insight-driven, audience-focused and research-based" campaign message. Not just one demographic is the target, she said, but a campaign that reflects the obstacles residents of all backgrounds and economic conditions are facing.
"We want to make sure all Ohioans, not just the ones in the urban spaces or the suburban spaces, but all Ohioans of all economic backgrounds are aware of this," Jones said.
Ohio Opioid Alliance spokesman Jimmy Lump said broadening the campaign's audience is vital, especially as the pandemic continues to exacerbate Ohio’s opioid and mental health crises across the state. He said the involved organizations will use the previous "Don’t Live in Denial, Ohio" campaign as a model for the forthcoming initiative.
The Ohio Opioid Alliance, which consists of nearly 100 partnering members, was first developed in 2018 to unveil the Denial campaign, which was met with great success during its two-year run, Lump said.
"This is a real opportunity to take this incredible infrastructure and expand it beyond central Ohio and make sure all Ohioans have the opportunity to hear this message and have access to the resources, education and. materials needed to combat the substance misuse and mental health crises that some Ohioans are facing," he said.
It's unclear how the nearly $10 million funding will be split, but ADAMH spokeswoman Shelley Hoffman said all of it will be used for research, campaign creation and development, and media buys.
Research is underway now to ensure the campaign is well-delivered by interacting with residents and analyzing the best way to reach people, Jones said. The research will determine the best method for the creative development of the advertising campaign – whether via broadcast or social media or a combination.
While no date for launching the campaign is set, Jones said the leading organizations anticipate it will roll out this year once all the research and creative development is completed. Until then, she said, ADAMH will inform residents on important updates along the way.