APA’s Psychotherapy Awareness Initiative receives national Nonprofit PR Award
By Public Relations staff
March 28, 2013—APA’s social marketing effort to inform the public about the effectiveness of psychotherapy has received national recognition. The initiative, Psychotherapy: More than a Quick Fix, won a Nonprofit PR Award for digital PR and marketing.
This public awareness initiative, launched in September 2012, includes a series of videos and supporting online educational resources to inform people about psychotherapy as a treatment option for depression, anxiety and stress. Located on APA’s Psychology Help Center, the content provides practical information about licensed psychologists, how psychotherapy works as well as links to the Psychologist Locator. Additionally, the APA Practice Organization (APAPO) developed a series of companion tools to help psychologists and state, provincial and territorial psychological associations (SPTAs) cultivate relationships with primary care providers and state-level primary care organizations.
The Psychotherapy Awareness Initiative garnered national coverage. Within the first week of the launch, the press release announcing the initiative and digital resources appeared on 299 websites and was viewed 1,700 times online. The two videos received more than 27,000 views on YouTube, nearly 140 shares on Facebook reaching more than 28,000 unique visitors and the #therapyworks hashtag had a Twitter reach of more than 75,000 people with 112,786 impressions. In addition, the CBS News “Health Pop” blog featured the videos, and interviews from a national radio media tour with APA Executive Director for Professional Practice Katherine C. Nordal, PhD aired 838 times and reached more than 1.8 million listeners.
“This initiative was successful in part because of the market research conducted among consumer groups to help inform messages and the video stories,” said Nordal. “We received valuable input from a number of SPTA executive directors, presidents and president-elects during a focus group held at State Leadership Conference in 2012. We’re very grateful to those members and the many psychologists who helped us develop the materials.”
APA is building upon the Psychotherapy Awareness Initiative by adding more content to the APA Psychology Help Center including articles and videos. Videos will be available fall 2013.