How do you celebrate the opening of a crisis center while educating Alabamians on our state’s ongoing mental health battle?
Bring together stakeholders and decision-makers from across the state for a community-wide grand opening event.
Opportunity
JBS Mental Health Authority hired Peritus PR to spearhead communications strategy to ensure a successful grand opening of the Craig Crisis Care Center. Our goals were three-fold:
1) Educate stakeholders on Alabama’s mental health and substance use crisis
2) Highlight the importance of having a world-class treatment facility in Jefferson County
3) Demonstrate continued positive momentum for Governor Ivey’s mental health initiatives across the state
Execution
To lay a strong communications foundation, we developed core messaging with FAQs, one-pagers, talking points, and presentation templates to arm the JBS team with resources to help gain buy-in from key stakeholders, which included local law enforcement, healthcare professionals, mental health leaders, and elected officials. Through a strategic earned media and community engagement campaign, we generated a consistent flow of media coverage and stakeholder relationship building opportunities in the months leading up to the grand opening, highlighting the significant need for this facility.
The grand opening resulted in a huge success with 200+ guests in attendance, coverage from every major local media outlet, and attendance from a wide variety of elected officials including remarks from Governor Kay Ivey, Alabama Department of Mental Health Commissioner Kimberly Boswell and Alabama Senator Jabo Waggoner.
Impact
Our efforts generated 60+ earned media and social media hits in 15+ outlets across the state. The media momentum also extended outside of Alabama, with top-tier national outlets including Associated Press and Fox News that picked up the story. Lastly, we secured attendance and buy-in from more than 20 statewide elected officials representing the Governor’s Office, Alabama Senate, Alabama House of Representatives, and Jefferson County Commission.
60+
MEDIA & SOCIAL MEDIA PLACEMENTS
20
STATEWIDE ELECTED OFFICIALS IN ATTENDANCE
200+
GUESTS IN ATTENDANCE
“Cutting the ribbon on this Craig Crisis Center here in Birmingham, it’s a game changer. This was truly a community outpouring of support, and it’s a major step in improving mental health care for our citizens so they can get immediate attention and care in a place that’s got well trained people. So, I am proud to be a part of this effort for moving forward for all of Alabama.”
— Alabama Governor, Kay Ivey
