Investment in communication initiatives yields positive results for Georgia’s specialized mental health treatment program
Abstract
Background:
The Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD) partnered with Banyan Communications to rebrand and launch the Georgia Light microsite – designed for young people, families, and health professionals in Georgia. The State of Georgia began implementing Coordinated Specialty Care for First Episode Psychosis (CSC for FEP) programs in 2015 for young adults who have recently begun experiencing unusual thoughts or behaviors. This initiative was called LIGHT-ETP: “Listening, Inspiring and Guiding Healthy Transitions – Early Treatment Program.”
The ”LIGHT-ETP” acronym was problematic: not easy to remember, and easily confused with other program initiative names. The LIGHT-ETP program did not have a web site, making the programs difficult to find.
Methods:
In 2021, Georgia DBHDD partnered with Banyan Communications to rebrand the LIGHT-ETP program name and develop a new microsite to create a stronger sense of identity. Banyan created a refreshed, streamlined brand name and identity called the Georgia Light program. In 2022, the Georgia Light microsite and an updated testimonial video were launched.
In 2022, the Georgia Light program and Banyan launched a social and digital promotions campaign to increase awareness in the Athens, Columbus, and Macon areas.
Results or Anticipated Results:
Following the launch of the Georgia Light microsite and social media campaign, the number of referrals to the programs in the targeted areas increased by 75% over the number of referrals received during the same time period the previous year. During the campaign, visits to the Georgia Light microsite increased from an average of 86 per month to 5,441.
Conclusion:
Investment in communications programs led to greater awareness of specialized mental health treatment programs and increased the number of referrals to these programs. In 2023, promotional efforts continue with the translation of the Georgia Light microsite into additional languages, including Spanish, Korean, French, and Mandarin, to ensure more Georgians have knowledge of the program.
Keywords:
Georgia Light Program, GA Department of Behavioral Health and Developmental Disabilities, mental health, communications, microsite, social media, Banyan Communications
Keywords
Georgia, mental health, communications, microsite, social media
Investment in communication initiatives yields positive results for Georgia’s specialized mental health treatment program
Background:
The Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD) partnered with Banyan Communications to rebrand and launch the Georgia Light microsite – designed for young people, families, and health professionals in Georgia. The State of Georgia began implementing Coordinated Specialty Care for First Episode Psychosis (CSC for FEP) programs in 2015 for young adults who have recently begun experiencing unusual thoughts or behaviors. This initiative was called LIGHT-ETP: “Listening, Inspiring and Guiding Healthy Transitions – Early Treatment Program.”
The ”LIGHT-ETP” acronym was problematic: not easy to remember, and easily confused with other program initiative names. The LIGHT-ETP program did not have a web site, making the programs difficult to find.
Methods:
In 2021, Georgia DBHDD partnered with Banyan Communications to rebrand the LIGHT-ETP program name and develop a new microsite to create a stronger sense of identity. Banyan created a refreshed, streamlined brand name and identity called the Georgia Light program. In 2022, the Georgia Light microsite and an updated testimonial video were launched.
In 2022, the Georgia Light program and Banyan launched a social and digital promotions campaign to increase awareness in the Athens, Columbus, and Macon areas.
Results or Anticipated Results:
Following the launch of the Georgia Light microsite and social media campaign, the number of referrals to the programs in the targeted areas increased by 75% over the number of referrals received during the same time period the previous year. During the campaign, visits to the Georgia Light microsite increased from an average of 86 per month to 5,441.
Conclusion:
Investment in communications programs led to greater awareness of specialized mental health treatment programs and increased the number of referrals to these programs. In 2023, promotional efforts continue with the translation of the Georgia Light microsite into additional languages, including Spanish, Korean, French, and Mandarin, to ensure more Georgians have knowledge of the program.
Keywords:
Georgia Light Program, GA Department of Behavioral Health and Developmental Disabilities, mental health, communications, microsite, social media, Banyan Communications
