2019 NPW Outcomes Report NPW2019_OutcomesReport_FINAL | Page 30

PREVENTION CHALLENGE ENGAGEMENT METRICS USERS Honoring Prevention Champions Each of us can be a Prevention Champion—an individual, activity, program, or organization that inspires others to take prevention actions every day that change lives and create healthier futures for ourselves and our communities. For the NPW 2019 Prevention Challenge, SAMHSA asked NPW partners, CSAP and SAMHSA grantees, states, communities, and the public to share their Prevention Champion and the one word that best describes them on social media—Facebook, Twitter, Instagram, and Snapchat—with an image, video, gif, or other digital content using the #PreventionChampion and #NPW2019 hashtags. More than 500 participants in the challenge resulted in more than 5.54 million potential impressions across social media from February through May. SAMHSA partners that participated included USAgov, which shares official U.S. government information and services on the Internet; the U.S. Department of Health & Human Services (HHS); the U.S. Department of Education; SADD Nation; and the Trevor Project. 30 2019 OUTCOMES REPORT The NPW 2019 Prevention Challenge webpage featured details on this year’s interactive social media activity to tie local and individual prevention efforts to the larger NPW movement. Approximately 4,000 people visited the Prevention Challenge webpage, and visitors spent roughly 1 minute, 45 seconds on this page, indicating a high level of engagement. DIGITAL MOSAIC For the second year in a row, SAMHSA designed a digital mosaic (see above) to display a collection of all NPW social media posts that used the #PreventionChampion hashtag on Twitter and Instagram. As images were added to the mosaic, they filled in the NPW 2019 logo, representing the theme “Inspiring Action. Changing Lives.” POTENTIAL IMPRESSIONS TOTAL 336 1.08 MILLION 198 4.46 MILLION 534 POSTS TOTAL TOTAL 5.54 MILLION POTENTIAL REACH IMAGES VIDEOS 767 33 342 14 1,109 47 679,100 4.46 MILLION TOTAL 5.14 MILLION There were more posts on May 17 than on any other day during NPW 2019 (199 tweets and 592 retweets). In conjunction with the daily health theme of suicide prevention, the Department of Health and Human Services tweeted about the National Suicide Prevention Lifeline; that tweet alone was retweeted 244 times, garnering more than 2.6 million impressions. May 17 also had the most contributors during the week, with 565 contributors. A single image or video composed 83% of posts, while 17% of posts contained a carousel of images and/or videos. SAMHSA and its federal partners USAGov, HHS, the U.S. Department of Education, and NIH’s National Institute of Mental Health were the top influencers. 2019 OUTCOMES REPORT 31