Progress 09/01/21 to 08/31/23
Outputs
Target Audience:The Kentucky Department of Agriculture Farm and Ranch Stress Assistance Network grant proposes to use these funds to develop several programs that will expand on an array of efforts already underway in the State to address farmer stress, mental health and suicide prevention. This proposed project meets USDA Strategic Goal#4 and also addresses SDA-FRSAN activities A-Farm Helplines, B: Training, C: Support Groups and D: Outreach and Information Dissemination. In this project narrative we provide an overview of the problem, what projects are currently underway in Kentucky, followed by the proposed activities. A 1890 HBUC is also a partner on the P2P project and the Youth Curriculum development is a collaboration with S-FRSAN. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?Training and Professional Development: * Assessing and Managing Suicide Risk - Outpatient-10 trainings with 150 clinitians. Outpatient Direct Care- 3 trainings with paraprofessionals. * QPR Training- 165 additional individuals trained. * Continuing Education training-As of 5/17/22, 380 individuals had completed the CE training. As of June 1 2023 Project totals with 765 individualshave completed the CE Training: QPR Training - 5382 Individuals have completed training -352 Training Sessions ASIST Training - 8 Training Sessions with 145 individuals have completed training AMSRTraining - 21 Training Sessions with 304 participants Youth Curriculum: Developed a youth curriculum for students (ages 9-12) to be utilized and delivered by 4H agents in educational settings across the state. The completed youth curriculum packages are now in the hands of 4-H, where they will be hosting afacilitator's training with 4-H agents across the state. Dr. Stamper, with 4-H, will be planning and leadingthe facilitator's training. There are a total of 30 tool kits, but the entire curriculum will be available to all 4-H Extension Agents as partof their curriculum library for 4-H use. Peer-to-Peer Mobile App: *Developed initial phase of mobile app designed to support farmer mental health. Evaluation: The evaluation team from the Evaluation Center College of Education University of Kentucky met with each individual partener assist in establishing Logic models for each project as well as the overall logic model. They will lead the team in a strategic planning meeting later this summer to guide us in using the model in planning for the future of Raising Hope. (#See attached logic model link http://acrobat.adobe.com/link/track?uri=urn:aaid:scds:US:9e704593-2e9f-45ba-8e2e- 8548315771e9) Assessing and Managing Suicide Risk (AMSR): *Outpatient- 10 trainings with 150 clinitians. Outpatient Direct Care- 3 trainings with paraprofessionals. As of June 1 2023 Project totals with 765 individualshave completed the CE Training: 40 trainers farmer connected QPR Training - 5382 Individuals have completed training -352 Training Sessions ASIST Training - 8 Training Sessions with 145 individuals have completed training AMSRTraining - 21 Training Sessions with 304 participants Agricultural Community QPR Training for Farmers and Farm Families: Provided QPR trainer certification to 40 ag community members (Cooperative Extension Service agents, farmers, ag educators, migrant education program representatives, etc.) •Trained as of end of April, 615 participants in Agricultural Community QPR * As of June 1, 2023 QPR Training - 5382 Individuals have completed training -352 Training Sessions • Research conducted by the Southeast Center for Agricultural Health and Injury Prevention (SCAHIP) has found that program participants were two times more willing to intervene with an individual with thoughts of suicide than were prior to the training. Research continues. Continuing Education Course, CRUSH-ing Farmer Suicide: The continuing education (CE) course, CRUSH-ing Farmer Suicide, was developed as a result of farmers xperience high levels of stress. Research reveals that more than one-third of people who die by suicide had a health care encounter in the week before their death and half within a month before their death. The CE course delves into the culture of farming and how knowledge of the farming culture scan help healthcare professionals respond to a farmer in crisis. As of 5/17/22, 380 individuals had completed the CE training. So far, 98% of completers stated that they strongly agree or agree that the CE gave them knowledge and skills that will improve their healthcare team's ability to practice. Similarly, 99% stated the strongly agree or agreed that the information presented was useful. The majority of the CE course completers (66%) do not live on a farm, highlighting the even greater importance of the CE training. 38% of the CE completers have more than 11 years of healthcare experience. 54% have 10 or fewer years of healthcare experience. All crisis center employees received the CRUSH training and it is now included in their new hire orientation. How have the results been disseminated to communities of interest?How have the results been disseminated to communities of interest? Website Development: •Launched landing page in February www.raisinghopeky.com •Targeted webpage with dynamic design tabs and video •Content Management System (CMS) implemented for text changes •Targeted at farmers (priority population), emphasis on reaching out for help •Spanish language page developed and mobile website. Our state partner Doe Anderson, who created the initial branding for Raising Hope, continued their work to develop a landing page for Raising hope. The webpage has navigation allowing people to jump where they wish, and the emphasis is on the suicide hotline outreach. Given the budget limitations, we prioritized the audience of this site to be farmers themselves. Future phases of the website will include pages targeted at other relevant audiences, such as providers who can take CRUSH or QPR training. We also launched a Spanish-language site. We ensured that the sites have inclusive photos, accessibility features, and they work on mobile as well. Communications Campaign: •Primary campaign messaging developed - Don't keep feelings of stress and anxiety in - Reach out for help •Methods of message dissemination •Earned media?, PR •Digital paid - Facebook/lnstagram/Retargeting, Digital Audio, GoogleNouTube •Magazines/publications - Farmer's Pride & KFB News •Digital Radio/Connected 1V •PR reach: Total Online+ Print Audience - 15,400,302 •Social reach: Total impressions to date - 5,624 with 515 total engagements •Print reach: 10 insertions between 2 publications with 260K total impressions The print and digital campaign is being led by our communications partner, Vimarc. They began their work with a creative brief to develop the primary campaign messaging, starting by targeting farmers and farm families themselves. We wanted to acknowledge the challenges of being a farmer, destigmatize receiving help for mental illness and stress, encourage farmers to reach out for help by calling a hotline, and share signs of distress with the audience. The secondary priority is to show appreciation for farmers and increase awareness from the public, but we needed to coordinate with the website. The tactics were chosen to maximize our use of dollars and reach farmers directly through media, a mixture of traditional such as Farmer's Pride, and digital, such as Facebook, radio, and TV. We also leveraged the PR from the National Farm Machinery show to build awareness of the Raising Hope Initiative with two television news interviews. We also launched social media pages, so we expect that all partners and friends will follow Raising Hope and engage with our posts, sharing and "liking" them. We expect that social engagement and website visits will increase as we launch the paid digital campaigns. Social - Facebook, lnstagram Quote from our marketing director: "Hi team - how about some good news? Here are some statistics on the impact the RH digital campaign is having and the calls the website is driving. This is impressive for a campaign launch and the click through and listen rates indicate that the campaign is resonating. I asked Vimarc for more information about how this campaign compares to others-- if you read the report, we are well above the activity level for other campaigns as Andrew describes: "These results we are seeing are exceeding what we've come to see in other statewide campaigns on social. For an idea of general benchmarks we typically report roughly 150 reactions, 10 comments, about 30 shares and maybe double digit saves on a standard month. Those numbers are typical for a more established brand we manage, so the messaging on the ads is definitely effective for people to interact the way they have with an organization they are newly familiar with." I also loved the comments. Most are from actual farmers in our target audience agreeing with the sentiment of the ads and reacting to others' comments. In addition, our team has attended numerous conferences (Kentucky Farm Bureau meetings, Kentucky Women in Ag annual conference, National Farm Machinery Show, National FFA Convention, etc.), events,etc that included a wide variety of audiences and disseminated information along with promotional items to increase awareness of the mission of Raising Hope and brand recognition. Dale Dobson, one of our associates, served on a panel Sustainable Livelihoods and Behavioral Health: Strategies and partnerships to address farm stress and suicide led by Undersecretary Torres-Small from USDA Rural Development which received national attention. The print and digital campaign is being led by our communications partner,Vimarc. They began their work with a creative brief to develop the primary campaign messaging, starting by targeting farmers and farm families themselves and continues with the same message. Raising Hope continues to acknowledge the challenges of being a farmer, destigmatize receiving help for mental illness and stress, encourage farmers. Final reporting of the Communication Campaign: June 1, 2023 Paid Social Impressions - 1,770,861 Native Ads - 1,770,861 Connected TV - 383,335 Online Radio - 342,260 Farm Publications - 508,800 total impressions Total - 3,005,256 Team Public and Farm Events - Approximately 75,000 people have been made aware of this program in 2023. Website * Resources and 988 updated in Spanishand English * 11,000 visitors in 2023 ( Jan.1 - May 2023) vs same period in 2022 was 5.3 thousand Website development is including pages target at other audience ( healthcare providers, public, stakeholders, family resources, etc. and topics ( what to expect, ,other counseling resources,,etc). Wordpress content management system has made the website more user friendly CMS and more standard). Integration of videos for digital campaigns specific to different landing pages (i.e. a video of farmers sharing info with public will be targeted at gen pop and then lead to the appropriate Raising Hope landing page) Scheduled Photo shoot & videos in Eastern Kentucky Event presence - either in person or in advertisements/sponsorships. Continuing to target and respond to invitations as possible to cover farmers (priority audience, some peripheral audiences considered) Representatives at What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
Upgrading and expantion of the Kentucky Suicide Prevention Hotline Service capacity: The Crisis Call Center capacity for increased lifeline/988 in state call answer rate has increased from 43% to 73% and volume is projected to be, between July 2022-June 2023, 42,600 inbound calls, place 2,100 outbound calls, 28,700 chats and 1,700 texts. * Launch of 988 - July 2023 With the launch of 988 - Life line calls 4,246 1,518 of those calls being suicidal SuicidialIdeation/Emergency Rescue/ER Dispatched- 110 Primary Presenting ConcernCalls - 1271 * Lifelines United Platform Pilot - January 2023 PennyroalCenter was one of two centers in the nation to pilot Release 1. * Supported 2 staff and equippedwith purchases of laptops and headphones * Multi purpose equipment for new staff, back up plan for power failure and allow for remote work. * 100% of staff has completed CRUSH training. * Staff completed and implemented Risk Lifeline/988 Training * Staff completed Suicide Safety Implementation Process June 2022 thru June 2023: Answered 23,351 calls to 988 Answered 446 texts to 988 Answered 488 chat messages to 988 Assisted 82 self-reported individuals farmers or farm families Website Development: * Launched landing page in February www.raisinghopeky.com ?Communications Campaign: * Primary campaign messaging developed - Don't keep feelings of stress and anxiety in - Reach out for help * •PR reach: Total Online+ Print Audience -15,400,302 •Social reach: Total impressions to date - 5,624 with 515 total engagements •Print reach: 1O insertions between 2 publications with 260K total impressions
Publications
|
Progress 09/01/22 to 08/31/23
Outputs
Target Audience:Farmers and farm families, community based farmer appreciation projects, a state wide awareness of the mental health issuesand stressors faced by farmers, support group/mental health providers and health care providers. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?Assessing and Managing Suicide Risk (AMSR): *Outpatient- 10 trainings with 150 clinitians. Outpatient Direct Care- 3 trainings with paraprofessionals. Agricultural Community QPR Training for Farmers and Farm Families: * Provided QPR trainer certification to 40 ag community members (Cooperative Extension Service agents, farmers, ag educators, migrant education program representatives, etc.) •Trained as of end of April, 615 participants in Agricultural Community QPR * Research conducted by the Southeast Center for Agricultural Health and Injury Prevention (SCAHIP) has found that program participants were two times more willing to intervene with an individual with thoughts of suicide than were prior to the training. Research continues. Continuing Education Course, CRUSH-ing Farmer Suicide: * The continuing education (CE) course, CRUSH-ing Farmer Suicide, was developed as a result of farmers experience high levels of stress. Research reveals that more than one-third of people who die by suicide had a health care encounter in the week before their death and half within a month before their death. The CE course delves into the culture of farming and how knowledge of the farming culture scan help healthcare professionals respond to a farmer in crisis. As of 5/17/22, 380 individuals had completed the CE training. So far, 98% of completers stated that they strongly agree or agree that the CE gave them knowledge and skills that will improve their healthcare team's ability to practice. Similarly, 99% stated the strongly agree or agreed that the information presented was useful. The majority of the CE course completers (66%) do not live on a farm, highlighting the even greater importance of the CE training. 38% of the CE completers have more than 11 years of healthcare experience. 54% have 10 or fewer years of healthcare experience. All crisis center employees received the CRUSH training and it is now included in their new hire orientation. As of June 1 2023 Project totals with 765 individualshave completed the CE Training: 40 trainers farmer connected QPR Training - 5382 Individuals have completed training -352 Training Sessions ASIST Training - 8 Training Sessions with 145 individuals have completed training AMSRTraining - 21 Training Sessions with 304 participants How have the results been disseminated to communities of interest?Website Development: •Launched landing page in February www.raisinghopeky.com •Targeted webpage with dynamic design tabs and video •Content Management System (CMS) implemented for text changes •Targeted at farmers (priority population), emphasis on reaching out for help •Spanish language page developed and mobile website. Our state partner Doe Anderson, who created the initial branding for Raising Hope, continued their work to develop a landing page for Raising hope. The webpage has navigation allowing people to jump where they wish, and the emphasis is on the suicide hotline outreach. Given the budget limitations, we prioritized the audience of this site to be farmers themselves. Future phases of the website will include pages targeted at other relevant audiences, such as providers who can take CRUSH or QPR training. We also launched a Spanish-language site. We ensured that the sites have inclusive photos, accessibility features, and they work on mobile as well. Communications Campaign: •Primary campaign messaging developed - Don't keep feelings of stress and anxiety in - Reach out for help •Methods of message dissemination •Earned media?, PR •Digital paid - Facebook/Instagram/Retargeting, Digital Audio, Google/YouTube •Magazines/publications - Farmer's Pride & KFB News •Digital Radio/Connected TV •PR reach: Total Online + Print Audience - 15,400,302 •Social reach: Total impressions to date - 5,624 with 515 total engagements •Print reach: 10 insertions between 2 publications with 260K total impressions The print and digital campaign is being led by our communications partner, Vimarc. They began their work with a creative brief to develop the primary campaign messaging, starting by targeting farmers and farm families themselves. We wanted to acknowledge the challenges of being a farmer, destigmatize receiving help for mental illness and stress, encourage farmersto reach out for help by calling a hotline, and share signs of distress with the audience. The secondary priority is to show appreciation for farmers and increase awareness from the public, but we needed to coordinate with the website. The tactics were chosen to maximize our use of dollars and reach farmers directly through media, a mixture of traditional such as Farmer's Pride, and digital, such as Facebook, radio, and TV. We also leveraged the PR from the National Farm Machinery show to build awareness of the Raising Hope Initiative with two television news interviews. We also launched social media pages, so we expect that all partners and friends will follow Raising Hope and engage with our posts, sharing and "liking" them. We expect that social engagement and website visits will increase as we launch the paid digital campaigns. Social - Facebook, Instagram Quote from our marketing director: "Hi team - how about some good news? Here are some statistics on the impact the RH digital campaign is having and the calls the website is driving. This is impressive for a campaign launch and the click through and listen rates indicate that the campaign is resonating. I asked Vimarc for more information about how this campaign compares to others-- if you read the report, we are well above the activity level for other campaigns as Andrew describes: "These results we are seeing are exceeding what we've come to see in other statewide campaigns on social. For an idea of general benchmarks we typically report roughly 150 reactions, 10 comments, about 30 shares and maybe double digit saves on a standard month. Those numbers are typical for a more established brand we manage, so the messaging on the ads is definitely effective for people to interact the way they have with an organization they are newly familiar with." I also loved the comments. Most are from actual farmers in our target audience agreeing with the sentiment of the ads and reacting to others' comments. Jeanne " In addition, our team has attended numerous conferneces (Kentucky Farm Bureau meetings, Kentucky Women in Ag annual conference, National Farm Machinery Show, National FFA Convention, etc.), events,etc that included awide variety of audiences and disseminated information along with promotional items to increase awareness of the mission of Raising Hope and brand recognition. Dale Dobson, one of our associates, served on a panel Sustainable Livelihoods and Behavioral Health: Strategies and partnerships to address farm stress and suicide led by Undersecretary Torres-Small from USDA Rural Development which received national attention. The print and digital campaign is being led by our communications partner,Vimarc. They began their work with a creative brief to develop the primary campaign messaging, starting by targeting farmers and farm families themselves and continues with the same message. Raising Hope continues to acknowledge the challenges of being a farmer, destigmatize receiving help for mental illness and stress, encourage farmers. Final reporting of the Communication Campaign: June 1, 2023 Paid Social Impressions - 1,770,861 Native Ads - 1,770,861 Connected TV - 383,335 Online Radio - 342,260 Farm Publications - 508,800 total impressions Total - 3,005,256 Team Public and Farm Events - Approximately 75,000 people have been made aware of this program in 2023. Website * Resources and 988 updated in Spanishand English * 11,000 visitors in 2023 ( Jan.1 - May 2023) vs same period in 2022 was 5.3 thousand Website development is including pages target at other audience ( healthcare providers, public, stakeholders, family resources, etc. and topics ( what to expect, ,other counseling resources,,etc). Wordpress content management system has made the website more user friendly CMS and more standard). Integration of videos for digital campaigns specific to different landing pages (i.e. a video of farmers sharing info with public will be targeted at gen pop and then lead to the appropriate Raising Hope landing page) Scheduled Photo shoot & videos in Eastern Kentucky In addition, our team continues to attend numerous conferences ,meetings and events (Kentucky Farm Bureau meetings, Kentucky Women in Ag annual conference,National Farm Machinery Show, National FFA Convention, Kentucky Cattleman's Assocation,Kentucky Ag Council, Kentucky State Fair), events,etc that included a wide variety of audiences and disseminated information along with promotional items to increase awareness of the mission of Raising Hope and brand recognition. Dale Dobson, one of our associates, served on a panel Sustainable Livelihoods and Behavioral Health: Strategies and partnerships to address farm stress and suicide led by Undersecretary Torres-Small from USDA Rural Development which received national attention. Raising Hope presence continues to receive attention and notarity within the Commonwealth, state organizations outside our borders, nationwide. As of June 1, 2023 totals: Paid Social Impressions - 1,770,861 Native Ads - 1,770,861 Connected TV - 383,335 Online Radio - 342,260 Farm Publications - 508,800 total impressions Total - 3,005,256 What do you plan to do during the next reporting period to accomplish the goals?Crisis Call Center: *We will continue to increase Crisis Call Center/ 988 call capacity. Website improvements: •Future development will include Pages targeted at other audiences (healthcare providers, public, stakeholders, family resources etc.) and topics (what to expect, other counseling resources etc.) More Spanish content Click-to-Chat Functionality with Suicide Hotline Communications Campaign: * Next steps: expand reach and continue messaging with existing tactics, potential billboards, continuing presence at events (tables, promotional items, and speaking), targeted brochures for audiences, potential e-mail campaigns, increased social media presence Training and Professional Development: * Promotion of the CE course continues. I expect this number to go up even more now...As this course was recently approved by Kentucky Board of Nursing to count as 1 hour of the 2 hour of the suicide prevention CE credit required for all nurses to renew their license. Youth Curriculum: * It was very important for our team to begin to reach more of our farm youth and the next generation of farmers, so the UK College of Agriculture, Food and Environment's team developed a youth curriculum to be tested and disseminated beginning with the very next school year. The curriculum was designed to prepare students to handle stress, particularly those associated with agriculture and farm management. ·Developed a youth curriculum for students (ages 9-12) to be utilized and delivered by 4H agents in educational settings across the state. ·Engage student learners to advance understanding of agriculture and the stressors that commonly impact individuals and families who farm. ·Educate youth on the identification and management of stressors and challenges in themselves and peers. *Six 45-minute lessons to include:·General Farm Safety ·Identifying Stressors ·Managing Stressors ·What Does It Take to Manage a Farm in Today's World? ·Managing Life's Challenges (self-care) ·Effective Communication (interpersonal and intrapersonal communications) Impact: ·Curriculum will be delivered in the school setting or after school environment, such as 4H club. ·Training will be offered broadly to county Extension agents with partnering educators, as necessary. Small Grants for Farmer Appreciation Projects: * Many of the appreciation projects proposed included meals...hard to get a group of farmers together without food, but there were many out-of -the-box ideas to show farmers that they are appreciated in a community. A mural is being painted in one town, gift baskets presented to farmers out in the community, and one school felt a simple thank-you note tied to a 10mm wrench (the most used/misplaced wrench) to the farmer would be effective and several events including fishing and other fun family activities. We wish so badly that all ideas could have been accepted, but we had a total of 44 applications totaling $206,472. Website improvements: •Future development in 2023 will include Pages targeted at other audiences (healthcare providers, public, stakeholders, family resources etc.) and topics (what to expect, other counseling resources etc.) More Spanish content Click-to-Chat Functionality with Suicide Hotline Communications Campaign: * Next steps: expand reach and continue messaging with existing tactics, potential billboards, continuing presence at events (tables, promotional items, and speaking), targeted brochures for audiences, potential e-mail campaigns, increased social media presence As of June 1, 2023 Raising Hope continued to reach and expand its messaging with existing marketing tactics with great success. Presence at events using target brochures, educational materials. Training and Professional Development: * Promotion of the CE course continues. I expect this number to go up even more now...This ourse was approved by the Kentucky Board of Nursing to count as 1 hour of the 2 hour of the suicide prevention CE credit required for all nurses to re new their license. Small Grants for Farmer Appreciation Projects: ( I rewrote this section) •Many of the appreciation projects proposed included meals...hard to get a group of farmers together without food, but there were many out-of -the-box ideas to show farmers that they are appreciated in a community. A mural has been designed and painted in one town, gift baskets presented to farmers out in the community, and one school felt a simple thank-you note tied to a 10mm wrench (the most used/misplaced wrench) to the farmer would be effective and several events including fishing and other fun family activities. Raissng Hope wish that all ideas could have been accepted, a total of 44 applications totaling $206,472. The Farmer Appreciation banner has received state wide recognition and it is the plan , due to the success of this project bringing appreciation awareness to farmers and the general public that each of Kentucky's 120 counties will have this mural in a banner format be on display. As of the date submitting this report, 18 counties will soon be placing this Farmer Appreciation banner on display. Participants: Attendance at and participants reached within this project has been approximately 9,000 No viewing numbers of the banner project can be reported as hundreds of people drive by the 10'x20' banner daily.
Impacts
What was accomplished under these goals?
Upgrading and expantion of the Kentucky Suicide Prevention Hotline Service capacity: The Crisis Call Center capacity for increased lifeline/988 in state call answer rate has increased from 43% to 73% and volume is projected to be, between July 2022-June 2023, 42,600 inbound calls, place 2,100 outbound calls, 28,700 chats and 1,700 texts. Website Development: * Launched landing page in February www.raisinghopeky.com Communications Campaign: * Primary campaign messaging developed - Don't keep feelings of stress and anxiety in - Reach out for help * •PR reach: Total Online + Print Audience - 15,400,302 •Social reach: Total impressions to date - 5,624 with 515 total engagements •Print reach: 10 insertions between 2 publications with 260K total impressions Training and Professional Development: * Assessing and Managing Suicide Risk - Outpatient- 10 trainings with 150 clinitians. Outpatient Direct Care- 3 trainings with paraprofessionals. * QPR Training- 165 additional individuals trained. * Continuing Education training- As of 5/17/22, 380 individuals had completed the CE training. Youth Curriculum: * Developed a youth curriculum for students (ages 9-12) to be utilized and delivered by 4H agents in educational settings across the state. Peer-to-Peer Mobile App: *Developed initial phase of mobile app designed to support farmer mental health. Evaluation: The evaluation team from the Evaluation Center College of Education University of Kentucky met with each individual partener to assist in establishing Logic models for each project as well as the overall logic model. They will lead the team in astrategic planning meeting later this summer to guide us in using the model in planning for the future of Raising Hope. (#See attached logic model link http://acrobat.adobe.com/link/track?uri=urn:aaid:scds:US:9e704593-2e9f-45ba-8e2e- 8548315771e9) * Launch of 988 - July 2023 With the launch of 988 - Life line calls 4,246 1,518 of those calls being suicidal SuicidialIdeation/Emergency Rescue/ER Dispatched- 110 Primary Presenting ConcernCalls - 1271 * Lifelines United Platform Pilot - January 2023 PennyroalCenter was one of two centers in the nation to pilot Release 1. * Supported 2 staff and equippedwith purchases of laptops and headphones * Multi purpose equipment for new staff, back up plan for power failure and allow for remote work. * 100% of staff has completed CRUSH training. * Staff completed and implemented Risk Lifeline/988 Training * Staff completed Suicide Safety Implementation Process June 2022 thru June 2023: Answered 23,351 calls to 988 Answered 446 texts to 988 Answered 488 chat messages to 988 Assisted 82 self-reported individuals farmers or farm families
Publications
|
Progress 09/01/21 to 08/31/22
Outputs
Target Audience:Farmers and farm families, community based farmer appreciation projects, a state wide awareness of the mental health issuesand stressors faced by farmers, support group/mental health providers and health care providers. Changes/Problems:Several of our farmer appreciation project recipients wanted to hold their farmer appreciation events later in the fall, past the original term of our agreement. We requested and were granted an extention so the events could take place closer to fall. Many of the appreciation projects proposed included meals...hard to get a group of farmers together without food, but there were many out-of -the-box ideas to show farmers that they are appreciated in a community. A mural is being painted in one town, gift baskets presented to farmers out in the community, and one school felt a simple thank-you note to the farmer would be effective. We wish so badly that all ideas could have been accepted, but we had a total of 44 applications totaling $206,472 What opportunities for training and professional development has the project provided?Assessing and Managing Suicide Risk (AMSR): *Outpatient- 10 trainings with 150 clinitians. Outpatient Direct Care- 3 trainings with paraprofessionals. Agricultural Community QPR Training for Farmers and Farm Families: *Provided QPR trainer certification to 40 ag community members (Cooperative Extension Service agents, farmers, ag educators, migrant education program representatives, etc.) •Trained as of end of April, 615 participants in Agricultural Community QPR *Research conducted by the Southeast Center for Agricultural Health and Injury Prevention (SCAHIP) has found that program participants were two times more willing to intervene with an individual with thoughts of suicide than were prior to the training. Research continues. Continuing Education Course, CRUSH-ing Farmer Suicide: *The continuing education (CE) course, CRUSH-ing Farmer Suicide, was developed as a result of farmers experience high levels of stress. Research reveals that more than one-third of people who die by suicide had a health care encounter in the week before their death and half within a month before their death. The CE course delves into the culture of farming and how knowledge of the farming culture scan help healthcare professionals respond to a farmer in crisis.As of 5/17/22, 380 individuals had completed the CE training.So far, 98% of completers stated that they strongly agree or agree that the CE gave them knowledge and skills that will improve their healthcare team's ability to practice. Similarly, 99% stated the strongly agree or agreed that the information presented was useful. The majority of the CE course completers (66%) do not live on a farm, highlighting the even greater importance of the CE training. 38% of the CE completers have more than 11 years of healthcare experience. 54% have 10 or fewer years of healthcare experience. All crisis center employees received the CRUSH training and it is now included in their new hire orientation. How have the results been disseminated to communities of interest?Website Development: •Launched landing page in Februarywww.raisinghopeky.com •Targeted webpage with dynamic design tabs and video •Content Management System (CMS) implemented for text changes •Targeted at farmers (priority population), emphasis on reaching out for help •Spanish language page developed and mobile website. Our state partner Doe Anderson, who created the initial branding for Raising Hope, continued their work to develop a landing page for Raising hope. The webpage has navigation allowing people to jump where they wish, and the emphasis is on the suicide hotline outreach. Given the budget limitations, we prioritized the audience of this site to be farmers themselves. Future phases of the website will include pages targeted at other relevant audiences, such as providers who can take CRUSH or QPR training. We also launched a Spanish-language site. We ensured that the sites have inclusive photos, accessibility features, and they work on mobile as well. Communications Campaign: •Primary campaign messaging developed - Don't keep feelings of stress and anxiety in - Reach out for help •Methods of message dissemination •Earned media?, PR •Digital paid - Facebook/Instagram/Retargeting, Digital Audio, Google/YouTube •Magazines/publications - Farmer's Pride & KFB News •Digital Radio/Connected TV •PR reach: Total Online + Print Audience - 15,400,302 •Social reach: Total impressions to date - 5,624 with 515 total engagements •Print reach: 10 insertions between 2 publications with 260K total impressions The print and digital campaign is being led by our communications partner, Vimarc. They began their work with a creative brief to develop the primary campaign messaging, starting by targeting farmers and farm families themselves. We wanted to acknowledge the challenges of being a farmer, destigmatize receiving help for mental illness and stress, encourage farmers to reach out for help by calling a hotline, and share signs of distress with the audience. The secondary priority is to show appreciation for farmers and increase awareness from the public, but we needed to coordinate with the website. The tactics were chosen to maximize our use of dollars and reach farmers directly through media, a mixture of traditional such as Farmer's Pride, and digital, such as Facebook, radio, and TV. We also leveraged the PR from the National Farm Machinery show to build awareness of the Raising Hope Initiative with two television news interviews. We also launched social media pages, so we expect that all partners and friends will follow Raising Hope and engage with our posts, sharing and "liking" them. We expect that social engagement and website visits will increase as we launch the paid digital campaigns. Social - Facebook, Instagram Quote from our marketing director: "Hi team - how about some good news? Here are some statistics on the impact the RH digital campaign is having and the calls the website is driving. This is impressive for a campaign launch and the click through and listen rates indicate that the campaign is resonating. I asked Vimarc for more information about how this campaign compares to others-- if you read the report, we are well above the activity level for other campaigns as Andrew describes: "These results we are seeing are exceeding what we've come to see in other statewide campaigns on social. For an idea of general benchmarks we typically report roughly 150 reactions, 10 comments, about 30 shares and maybe double digit saves on a standard month. Those numbers are typical for a more established brand we manage, so the messaging on the ads is definitely effective for people to interact the way they have with an organization they are newly familiar with." I also loved the comments. Most are from actual farmers in our target audience agreeing with the sentiment of the ads and reacting to others' comments. Jeanne " In addition, our team has attended numerous conferneces (Kentucky Farm Bureau meetings, Kentucky Women in Ag annual conference, National Farm Machinery Show, National FFA Convention, etc.), events,etc that included awide variety of audiences and disseminated information along with promotional items to increase awareness of the mission of Raising Hope and brand recognition. Dale Dobson, one of our associates, served on a panel Sustainable Livelihoods and Behavioral Health: Strategies and partnerships to address farm stress and suicide led by Undersecretary Torres-Small from USDA Rural Developmentwhich received national attention. What do you plan to do during the next reporting period to accomplish the goals?Crisis Call Center: *We will continue to increase Crisis Call Center/ 988 call capacity. Website improvements: •Future development will include Pages targeted at other audiences (healthcare providers, public, stakeholders, family resources etc.) and topics (what to expect, other counseling resources etc.) More Spanish content Click-to-Chat Functionality with Suicide Hotline Communications Campaign: *Next steps: expand reach and continue messaging with existing tactics, potential billboards, continuing presence at events (tables, promotional items, and speaking), targeted brochures for audiences, potential e-mail campaigns, increased social media presence Training and Professional Development: *Promotion of the CE course continues. I expect this number to go up even more now...As this course was recently approved by Kentucky Board of Nursing to count as 1 hour of the 2 hour of the suicide prevention CE credit required for all nurses to re-new their license. Youth Curriculum: *It was very important for our team to begin to reach more of our farm youth and the next generation of farmers, so the UK College of Agriculture, Food and Environment's team developed a youth curriculum to be tested and disseminated beginning with the very next school year. The curriculum was designed to prepare students to handle stress, particularly those associated with agriculture and farm management. ·Developeda youth curriculum for students (ages 9-12) to be utilized and delivered by 4H agents in educational settings across the state. ·Engage student learners to advance understanding of agriculture and the stressors that commonly impact individuals and families who farm. ·Educate youth on the identification and management of stressors and challenges in themselves and peers. *Six 45-minute lessons to include: ·General Farm Safety ·Identifying Stressors ·Managing Stressors ·What Does It Take to Manage a Farm in Today's World? ·Managing Life's Challenges (self-care) ·Effective Communication (interpersonaland intrapersonal communications) Impact: ·Curriculum will be delivered in the school setting or after school environment, such as 4H club. ·Training will be offered broadly to county Extension agents with partnering educators, as necessary. Small Grants for Farmer Appreciation Projects: *Many of the appreciation projects proposed included meals...hard to get a group of farmers together without food, but there were many out-of -the-box ideas to show farmers that they are appreciated in a community. A mural is being painted in one town, gift baskets presented to farmers out in the community, and one school felt a simple thank-you note tied to a 10mmwrench (the most used/misplaced wrench)to the farmer would be effective and several events including fishing and other fun family activities. We wish so badly that all ideas could have been accepted, but we had a total of 44 applications totaling $206,472.
Impacts
What was accomplished under these goals?
Upgrading and expantion of the Kentucky Suicide Prevention Hotline Service capacity: The Crisis Call Center capacity for increased lifeline/988 in state call answer rate has increased from43% to 73% and volume is projected to be,between July 2022-June 2023, 42,600 inbound calls,place 2,100 outbound calls, 28,700 chats and 1,700 texts. Website Development: *Launched landing page in Februarywww.raisinghopeky.com Communications Campaign: * Primary campaign messaging developed - Don't keep feelings of stress and anxiety in - Reach out for help *•PR reach: Total Online + Print Audience - 15,400,302 •Social reach: Total impressions to date - 5,624 with 515 total engagements •Print reach: 10 insertions between 2 publications with 260K total impressions Training and Professional Development: * Assessing and Managing Suicide Risk -Outpatient- 10 trainings with 150 clinitians. Outpatient Direct Care- 3 trainings with paraprofessionals. * QPR Training- 165 additional individuals trained. * Continuing Education training-As of 5/17/22,380 individuals had completed the CE training. Youth Curriculum: *Developed a youth curriculum for students (ages 9-12) to be utilized and delivered by 4H agents in educational settings across the state. Peer-to-Peer Mobile App: *Developed initial phase of mobile app designedto support farmer mental health. Evaluation: Theevaluation team from the Evaluation Center College of Education University of Kentucky met with each individual partenerto assist in establishing Logic models for each project as well as the overall logic model. They will lead the team in a strategic planning meeting later this summer to guide us in using the model in planning for the future of Raising Hope. (#See attached logic model link http://acrobat.adobe.com/link/track?uri=urn:aaid:scds:US:9e704593-2e9f-45ba-8e2e-8548315771e9)
Publications
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