“You Have What It Takes”: The Development of a Multi Media Public Awareness Campaign

In this summary, the author describes the advertising campaign developed by “Seattle Ad 2” for a Washington State youth suicide prevention centre (e.g. budget, market research, public relations/promotions, & the creative aspects). The ear became the symbol & “You have what it takes to stop suicide” became the theme. Campaign related results included 300% increases in the number of crisis calls to the centre, an increase in volunteer efforts, & improved credibility with funding sources. (GW)