Rees T
Profiles Healthc Mark. 1998 Jul-Aug;14(4):1, 4-6.
Seventy-year-old Hillside Hospital, Glen Oaks, N.Y., decided the time had come to build awareness of mental illness over time, both to destigmatize the disease and to encourage those suffering from it to seek help, as well as reinforcing the capabilities and importance of the facility to encourage people to choose Hillside, a 223-bed psychiatric hospital, as their treatment center. Hillside tapped The Benjamin Group, a fast-growing, full-service New York advertising agency that specializes in creative new approaches for the health care industry, to develop a long-term campaign for the psychiatric hospital. The primary objective is to build awareness of mental illness, Hillside Hospital and the treatments available, and to encourage those suffering from mental illness to seek help. Secondarily, since Hillside Hospital has been involved in a capital expansion project, the agency sought to increase awareness among the community in general, trustees and other influential people in order to prompt donations to Hillside's foundation. Since the break of the original ad and the subsequent campaign that launched in January, the number of psychological referrals has remained in the top five of total referrals. The campaign seeks to educate and promote the available mental health services in a positive light.
位于纽约州格伦奥克斯、拥有七十年历史的希尔赛德医院决定，是时候长期提高人们对精神疾病的认识了，既要消除对这种疾病的污名化，鼓励患者寻求帮助，也要强化该机构的能力和重要性，以促使人们选择拥有223张床位的精神病医院希尔赛德作为他们的治疗中心。希尔赛德医院委托本杰明集团，一家快速发展的纽约全方位服务广告公司，该公司专门为医疗保健行业提供创新的新方法，为这家精神病医院开展一项长期宣传活动。主要目标是提高人们对精神疾病、希尔赛德医院以及现有治疗方法的认识，并鼓励精神疾病患者寻求帮助。其次，由于希尔赛德医院参与了一项资本扩张项目，该机构试图提高普通社区、受托人及其他有影响力的人群的认知度，以促使他们向希尔赛德医院基金会捐款。自最初的广告发布以及1月份启动后续宣传活动以来，心理转诊数量一直位居总转诊量的前五名。该宣传活动旨在以积极的方式教育和推广现有的心理健康服务。
