together we thrive
The Idea
Together We Thrive is an initiative driven by Syracuse University's Barnes Center. CHEM Communications, my capstone group, worked diligently to research what was already known about Thrive and develop an extensive campaign. Emphasizing the importance of mental health for all academic years was a primary focus.
Campaign Messaging
Our target audience Reiterating the shared language of self-gratitude and mental health practices in and out of the classroom was reinforced through our central messaging.
Audience Persona
Through research, CHEM Communications has agreed faculty and staff at Syracuse University are the campaign's key targets for implementation. Utilizing a diversity first approach we tried to craft our campaign to touch upon all the core slices in the D&I Wheel for PR Practitioners. We want our campaign to especially be accessible to all genders and races/ethnicities. Mental health is something that is not always talked about among certain genders or in certain cultures, therefore we want to create a safe space where those who are less familiar with the language of Together We Thrive can be a part of the conversation.
Campaign Goals & Objectives
For the two main goals of the campaign, we developed objectives that will assist in the execution and success of Together We Thrive. The two objectives are as follows:
We wish to increase positive awareness of the initiative by 10% amongst students at the end of 2025.
Educate our students on the importance of using the language, including practicing self-gratitude. We wish to have 25% of the student body aware of the common language introduced in the Thrive initiative.
The Execution
Our goals and objectives can be seen throughout our implementation strategies. Thrive Day will assist in our awareness goal and participation.
Working with other student-run organizations on campus will have our mission reach a larger group of our target audiences.
Utilizing Together We Thrive booths around campus will maintain engagement. There will be incentives to encourage participation and students will not only learn about the program but also about the practices of self gratitude they can achieve on their own.
In Practice
Social media and news mockups have been created to give the client a sense of what different types of Paid and Earned media they can expect.
Collaborating with student influencers and partnering with other on-campus organizations are crucial in spreading the word about Together We Thrive.