By Analyse Jester, Class of 2025
Students at Lindsey + Asp, Gaylord's student-led PR and Advertising agency, have launched social media campaigns to support mental health awareness.
“As research backs up, mental health and anxiety are major issues facing Generation Z, and turning to unhealthy vices like drinking, vaping, and illegal drug use to cope is on the rise,” McCoy said. “Lindsey + Asp researched and developed best practices for reaching Gen Z around this topic and developed a series of event activations for the brands Own Your Own Power and 988 Oklahoma Mental Health Campaigns targeted specifically at college students.”
Starting in Fall 2022, Lindsey + Asp decided to team up with The Oklahoma Department of Mental Health & Substance Abuse Services (ODMHSAS) to help support students with mental health. Continuing their partnership through the 2023 school year, Lindsey + Asp conducted research to find the best ways to reach out to Gen Z.
“This fall we are continuing to work with ODMHSAS to develop social media content focused on specifically targeting Gen Z, helping to increase understanding of ODMHSAS and OK988 resources available to young people,” Armand McCoy said, the faculty advisor of Lindsey + Asp.
The goal of 988 is to fight substance abuse among students and redefine coping mechanisms. By finding better ways to connect with the younger generation of college students, Lindsey + Asp has activated their social media accounts for a larger reach.
Own Your Own Power is an advocacy program to spread awareness on substance abuse amongst college students in particular. By providing resources for teens to quit vaping and smoking, Own Your Own Power has given students the support they need to take control over their mental health.
“Own Your Power aims to empower teens to find, own and share their power to live a life without vaping and weed by giving them the tools they need to manage their mental health,” ownyourpowerok.com
Along with Own Your Own Power, Lindsey + Asp also paired with ODMHSAS, the Oklahoma state agency actively fighting substance abuse and supporting mental health. ODMHSAS provides resources for preventing substance addiction and recovery programs.
These programs have had an impact on local Oklahoma communities, however, they have experienced difficulty reaching younger audiences. Lindsey + Asp has launched social media campaigns along with OU Health Services to promote ODMHSAS, Own Your Own Power and 988 to better reach college-age students.
Posting more relatable content by integrating memes and graphics onto their feed has helped OU Health Services connect to Gen Z in a more active way. Also providing links to resources such as Goddard, mental health lifelines, and other advocacy networks gives students the opportunity to feel seen.
A campaign took place in Spring 2023 around Dead Week, the time students have to study for upcoming finals. With the goal of reaching students during a stressful time for many students, Lindsey + Asp utilized their PR skills to give students information about helpful resources.
Moving into the Fall 2023 semester, Lindsey + Asp hopes to reach more students and a larger audience. With Mental Health Day being Oct. 10th, they are hoping to spread awareness on the topic of mental health.
You can find additional resources on @OUhealthservices and @988okla on Instagram.
