Process Evaluation of the Act-Belong-Commit Mentally Healthy WA campaign: First 12 months data

Abstract

Objective: To assess the extent of partnerships established by and exposure obtained for the Act-Belong-Commit Campaign in the six intervention towns in the first 12 months from October 2005 to September 2006.Methods: In each town, data were collated on media exposure, partnerships established and co-branding of community-based events and activities under the Act-Belong-Commit banner.Results: In the first 12 months of the Campaign, four press advertisements were developed and placed twice a month for 12 months in a local newspaper in each town. The total coverage area was 45,350 cm2, with a media buy of $63,000. The campaign generated a total of 124 campaign-related press articles in these local newspapers (27,538 cm2), equating to approximately $38,000 worth of paid media in terms of coverage area (cm2). In total, 59 key partnerships were established, holding 115 co-branded community events and activities. The Campaign attracted 21 sponsorships for partners, totalling approximately $250,000, with a further $40,000 for merchandise resources.Conclusions:The partnerships with community organisations facilitated the co-banding of events and activities which provided opportunities for individuals to Act-Belong-Commit. The Campaign officers were successful in forming ongoing partnerships in each of the towns, no doubt because the campaign offered these partners significant benefits for their co-operation. The Campaign officers were instrumental in securing sponsorships of community events and activities which provided substantial funding to the sponsored organisations and further opportunities to promote the Act-Belong-Commit message. A substantial amount of unpaid media was generated mainly through good working relationships with the local media, again because the campaign offered them not only paid advertising but good stories and picture opportunities at local events.Implications:Establishing strong working relationships with partners, including the media, is dependent on being able to offer partners something of value to them in return. All health promotion efforts, but particularly those dealing with small community-based organisations or country town branches of larger organisations need to ensure that their efforts to engage partners is accompanied by an understanding of the partner organisations? needs.