Donated Broadcast Airtime For Mental Health Awareness Campaign Tops $40 Million
April 4, 2014
The National Association of Broadcasters (NAB) has announced that local radio and TV stations across America have donated airtime valued at over $40.8 million (up from $35.5 million in February) for NAB's "OK2TALK" mental health public service announcement campaign. This includes more than 322,908 TV and radio airings.
In response to the announcement, NAB President and CEO Gordon Smith said, "The OK2TALK Campaign has been a tremendous success in raising mental health awareness thanks to the support of local radio and TV broadcasters. People from all walks of life can struggle with mental health issues; this campaign spreads the message that help is available for those in need or those who know someone in need. I encourage stations to continue using OK2TALK to bring mental health out of the shadows and shine a light on a problem of grave importance to our society."
"We appreciate the generous support that the OK2TALK campaign has received. We encourage stations to continue to use the campaign to drive home the message that it's okay to talk about mental health; that help is available and effective; that if you need help, you should get it; and, that if you know someone who is struggling, help them to get help. The overwhelming response on the OK2TALK Tumblr page makes clear how serious a problem this issue is in our society."
The PSA campaign, launched on July 23, directs people to www.OK2TALK.org, a Tumblr-based community where teens and young adults struggling with mental health problems can share personal stories of recovery, tragedy, struggle or hope. By inviting young people, their families and friends to add their voice in a safe, moderated space, the campaign encourages an organic conversation about mental health challenges and recovery stories. The site also includes resources for those seeking help.
OK2TALK.org has seen significant engagement following the launch of the campaign, with more than 1.2 million page views, 30,889 followers and 7,200 submissions. The site has also seen more than 126,000 clicks on the "Get Help" button, which takes visitors to mentalhealth.gov and suicide prevention resources.
The OK2TALK campaign has also recently been honored at the 2014 PR News Nonprofit Awards, PR Week Awards and the American Advertising Awards. The campaign is also a finalist for a PRISM award and two PRSA Silver Anvil awards.
In addition to the thousands of broadcast stations that have committed air time and financial resources in support of OK2TALK, partners in the effort include: Active Minds, Bring Change 2 Mind, Each Mind Matters, Entertainment Industries Council (EIC), Mental Health America, the National Alliance on Mental Illness (NAMI), One Mind for Research and Tumblr. For more information about OK2TALK, visit nab.org/ok2talk.