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Case Study: American Psychological Association
Home » Services » Public Education Campaigns » Case Study: American Psychological Association

The Challenge:
Health care in America has been undergoing an era of unprecedented change. And in 1996, the public understanding and esteem of psychology and mental health was very low. For the American Psychological Association (APA), there was a strong need to raise awareness among the consumer public, the health care community and policy-makers of the health benefit of psychological services.

The Solution:

To secure a strong position for psychologists, Marmillion + Company developed an award-winning national public awareness campaign on behalf of APA and its more than 150,000 members. The campaign, which was designed to reach policy and decision-makers as well as general consumers, launched in 1996 and continues to engage key audiences today. At the core of the campaign are message-tested themes of public concern, free consumer resources, and tools to mobilize a grassroots network of thousands of psychologists to spread these messages nationwide. And, through frequent research to measure the nation's pulse, new health education initiatives are rolled out that support the campaign messages.

The Result:
Numerous partnerships that included national associations, retailers, government organizations and the media, such as MTV: Music Television and the Discovery Health Channel;
A grassroots network of thousands of psychologists mobilized in the campaign;
Several million consumers taking an active interest in the campaign.

Services Provided:

Advertising development, production and placement
Campaign design
Coalition development
Conference programming
Grassroots organization, training and mobilization
Media relations
Ongoing campaign management and strategic counsel
Research (poll, focus groups, interviews)
Strategic planning
Theme and message development
Web site consultation