National Prevention Week: How JPA Health Breathed New Life into a Longstanding Campaign
National Prevention Week has been an important yet under-recognized observance for nearly 20 years. JPA Health helped the Substance Abuse and Mental Health Services Administration (SAMHSA) rebrand and roll out a unifying logo and messaging, better defining prevention and establishing a long-term, memorable brand to support substance misuse prevention.
The Impact
Potential
audience
reach of
240M+
2,400+
downloads
of toolkit
and materials
10 new
partner
organizations
engaged
The Challenge
National Prevention Week is a public education platform dedicated to raising awareness about the importance of substance misuse prevention and positive mental health. While the prevention field has changed significantly since the launch of National Prevention Week in 2004, the brand was in need of a refresh to be more contemporary and relevant. JPA partnered with SAMHSA to reimagine National Prevention Week and develop a new identity to better serve the prevention community.
Our Approach
In partnership with SAMHSA, we reevaluated the goals of National Prevention Week and held conversations with key audiences to garner their input. From there, JPA created a brand identity and messages to better communicate core messaging around the observance, aligned with SAMHSA’s strategic priorities. The revitalized brand focused on National Prevention Week as a conduit for elevating the prevention community to improve lives.
The Solution
JPA Health launched a new National Prevention Week logo with an emphasis on the word “We” in “National prevention Week,” adding a new, galvanizing tagline, “A Celebration of Possibility.” By successfully conceptualizing National Prevention Week in an innovative way – and getting input from stakeholders in the community — we were able to create the first consistent tagline, a contemporary logo, and a new approach that better resonated with the prevention community.
WASHINGTON, D.C., October 26, 2023 – JPA Health today announced that it has been awarded a multi-year, multi-million-dollar contract from the Substance Abuse and Mental Health Services Administration (SAMHSA) to support a national effort to jointly address recovery from mental health and/or substance use disorders among young adults.
The contract comes at a time when young people in America are facing an unprecedented mental health crisis: Nearly 1 in 3 adults had either a substance use disorder or any mental illness in the past year, and 46 percent of young adults 18-25 had either a substance use disorder or any mental illness, according to SAMSHA’s National Survey on Drug Use and Health (NSDUH).
In light of these trends, JPA Health and its partner ICF Next have been tasked with helping SAMHSA develop and launch a National Recovery Campaign encouraging young adults to seek or continue treatment for substance use disorder and/or mental illness.
Key Takeaway
– JPA Health wins SAMHSA contract
– Work focuses on mental health crisis
– Launching national campaign
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“We are honored to help SAMSHA implement a national recovery campaign for young adults who are disproportionately affected by mental illness and substance misuse,” said Carrie Jones, CEO of JPA Health. “This important work builds off our proven track record at SAMHSA and other federal health agencies addressing suicide prevention, mental health and substance misuse prevention efforts. We are excited to offer our expertise to SAMHSA as the agency communicates evidence-based strategies to improve the behavioral health of our nation.”
To support the National Recovery Campaign, the JPA Health team will:
- Conduct formative research using evidence-based practices to understand the needs for and barriers to accessing treatment and recovery supports.
- Create and test messages and materials that support targeted public education efforts highlighting that recovery is real and possible.
- Monitor and measure the reach and impact of the campaign’s messaging.
About JPA Health
JPA Health is an award-winning independent, full-service agency established in 2007. With four offices in the U.S. and UK (Washington, D.C., New York, Boston, London), the company provides omnichannel marketing, public relations, and advocacy services. JPA Health recently was awarded PR Daily’s Agency of the Year, 2023 and included in MM+M’s Agency 100. The firm is a leader in the health sector recognized for its work designing health campaigns that drive change and deliver measurable results. The JPA Health team is passionate about helping people live healthier lives. To learn more, visit www.jpa.com
About SAMHSA
The Substance Abuse and Mental Health Services Administration (SAMHSA) is the agency within the U.S. Department of Health and Human Services (HHS) that leads public health efforts to advance the behavioral health of the nation. SAMHSA’s mission is to lead public health and service delivery efforts that promote mental health, prevent substance misuse, and provide treatments and supports to foster recovery while ensuring equitable access and better outcomes.
Serving the Federal Sector Since 2012
With nearly two decades of experience, JPA Health brings the best of innovation, technology, and private-sector insight to our federal partnerships. We help agencies communicate their mission and critical messages to inspire behavior change, accelerate program adoption, and drive impact for the greater good.
At the center of our capabilities is applying behavior change science and evidence-based strategies for populations at higher risk for health conditions. Our approach is tailored to each challenge. We use data-driven insights and our rich experience developing compelling health messages to execute campaigns that resonate and motivate action.
Last year alone, JPA Health launched 36 disease and public education campaigns across multiple health conditions, including diabetes, gynecologic cancer, lung cancer, mental health, suicide prevention, substance use, and kidney disease. We are proud to be at the forefront of these and other important health topics, including supporting the 988 Suicide & Crisis Lifeline and the Centers for Disease Control and Prevention’s Impact Wellbeing campaign to prevent and reduce healthcare worker burnout and suicide.
We have worked with federal health agency and our core services include:
Artificial Intelligence and Research Solutions
• Formative Audience Research
• Concept and Message Testing
• Social Listening
• AI/Machine Learning
• Natural Language Processing
• Predictive Analytics
Communications Strategy and Outreach
• Strategic Planning and Partnerships
• Paid and Donated Media Strategy and Execution
• Interactive, Mobile, and Digital Campaigns
• Media Relations and Outreach
• Event Planning and Activations
• Risk and Crisis Communications
• Learning Solutions and Serious Games
Creative and Content Development and Production
• Brand Development and Custom Graphic Design
• Photography/Video/Audio Production
• Writing, Editing, and Transcreation
• 508 Compliance
• Advanced Visualizations
Program Evaluation
• Mixed Methods Outcome Evaluation
• Campaign Performance Monitoring
• Media Monitoring and Reporting
• Advanced Visualizations and Data Dashboards
Federal Contracting Information
Company Name: Jones Public Affairs, LLC doing business as JPA Health
Founded: 2007
Status: Woman-Owned Business
General Services Administration (GSA) Multiple Award Schedule (MAS) Contract Number: 47QRAA21D0042
Cage Code: 4UH88
UEI: LBVNR65X8925
NAICS Codes:
541820: Public Relations Agencies (Primary)
541430: Graphic Design Services
541511: Custom Computer Programming Services
541613: Marketing Consulting Services
541690: Other Scientific and Technical Consulting Services
541810: Advertising Agencies
541830: Media Buying Agencies
541890: Other Services Related to Advertising
541910: Marketing Research and Public Opinion Polling
541990: All Other Professional, Scientific, and Technical Services
Our Clients
Our Expertise
JPA Health is uniquely positioned at the heart of healthcare, partnering with organizations to create lasting impact.
JPA Health guides clients through every step of the healthcare journey, driving meaningful and lasting change.
At JPA Health, we combine industry expertise, creative storytelling, and data-driven strategies—including AI—to deliver solutions that engage, influence, and get results.
Featured Insights
While new technologies bring tremendous promise – and the excitement around tools like ChatGPT and Midjourney is palpable – communication and marketing agencies must be thoughtful and intentional as we use them.
In the weeks and months ahead, we’ll likely see professional services companies integrate artificial intelligence (AI) into their workflows to generate written and visual content. At JPA Health, we believe the use of AI has the potential to enhance productivity, increase efficiency, and even spark creativity. By utilizing these tools to automate simpler tasks, we can free up valuable time and mental energy to focus on solving more complex strategic problems.
While we are confident AI is here to stay and will become a game-changer in our work, we know we must navigate this transformational moment responsibly. The following principles outline how JPA plans to leverage AI.
Key Takeaway
– Transparency is key
– Inclusivity is a must
– Your privacy is our priority
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- Transparency is Key: As AI continues to evolve and become more widespread, we are committed to being transparent about when and how we use these tools. For instance, we may use AI to generate variations or strings of similar copy to save time and resources.
- Inclusivity is a Must: We have observed the limitations of AI when it comes to biased content and health equity. As experts in this field, we are dedicated to ensuring that the content we create resonates with diverse audiences and is designed with equity in mind.
- Your Privacy is Our Priority: We understand that anything put into open-source platforms for these tools could potentially appear elsewhere. We value the confidentiality of the work we do for our clients and will never jeopardize your information by sharing sensitive data.
We encourage you to invest time exploring these novel platforms to gain a deeper understanding of the amazing opportunities they offer.
If you would like more information about these tools and how they can be used in your organization responsibly, please contact us.