2017 Awareness Day Final Report 2017_ADayFinalReport | Page 12

Leveraging Media for Impact (continued)
SAMHSA’S 2017 AWARENESS DAY SET
ALL-TIME MENTION RECORD
Through several strategic initiatives, which included
partner engagement from news network NBC4
Washington, avid partner promotion from Olympic
champions and Special Recognition Awardees
Michael Phelps and Allison Schmitt, and social media
promotions ranging from sponsored content to PSAs
to Twitter takeovers from SAMHSA officials, SAMHSA’s
2017 Awareness Day event set records for mentions,
reach, and impressions.
This year’s Awareness Day activity drove the
largest spike in SAMHSA mentions (1,991) and
third-largest number of Twitter impressions since
social media tracking began in April 2014.
The 21.2 million impressions were 179%
higher than Awareness Day 2016’s
7.6 million impressions.
SAMHSA’s 371K May 4–5 on-screen views
were also a steep step up—more than
87% over 2016’s 198K.
Host/moderator Aaron Gilchrist from NBC4 Washington
2017’s 33 million Twitter impressions
were more than 200% higher than in 2016
(10.6 million).
TEXT, TALK, ACT
SAMHSA and Creating Community
Solutions hosted an Awareness Day 2017
“Text, Talk, Act” event, which combines
text messaging, face-to-face dialog,
and community organizing to facilitate a
conversation on mental health, as well
as to serve as a starting point for further
action. Text, Talk, Act brought 260 people
together in 2017.
12
Partnering for Help and Hope
2.25M
Within #HeroesofHope conversations,
SAMHSA was discussed the most,
followed by Michael Phelps.
May 4–5 users mentioned #HeroesofHope
1,697 times, for 33 million Twitter
impressions.
Total Earned Media Impressions:
602,985,213+
Webcast Views as of 11/13/17:
More than 1,180