This Facebook page is aligned with the goals of the overall project, which promotes culturally congruent actions and activities that reinforce reasons for living and facilitate connectedness and coping. It serves as one component of a broader program for change that includes other project activities such as community events, trainings, a digital storytelling project, an “I Am LIFE” media campaign, and other efforts. The Facebook page (and also a YouTube channel) serves as a means to connect community members with the local activities and events, to reinforce positive and affirming messages that promote coping and community connection, and to highlight available resources such as the National Suicide Prevention Lifeline. The project chose social media channels that their audience already uses to increase the likelihood of participation.

The website is part of a broader multicomponent effort with defined goals: to address health and social issues important to Native youth, to promote holistic health and positive identity among Native teens and young adults, and to promote behavior change and community action.  The project has a clearly defined audience (Native youth in WA, OR, and ID), and uses a mix of communication channels that are geared to reach that audience. The selection of channels was based on a survey of over 400 Native youth in the region to better understand how they use media technologies.  The survey revealed that technology use by this audience was very common and quite diverse, so the project decided to launch a multimedia campaign that included the website, Facebook page, Twitter feed, YouTube channel, and text messaging service. The website provides a variety of useful resources and tools to encourage and enable the audience to take action to improve their wellness, connect with other Native youth in a safe virtual space, and take action in their communities. For example, action steps and tips are incorporated into each topic area. In addition, the “Get Involved” section of the website provides an opportunity to apply for mini-grants to support community service projects and showcases examples of Native teens and young adults doing great things in their communities.

Its overall goal—engaging students to be proactive about their emotional health and to feel connected and look out for their peers—is grounded in the Jed Foundation’s broader mission: promoting emotional health and preventing suicide among college students.

To shape the message, the project partners used audience research as well as lessons learned from creating prior campaigns. The research showed that few students were interested in conversations or online spaces focused solely on “mental health.” However, students did respond well to discussions about how they and their friends feel and what they’re experiencing, especially when integrated into technology and social networks they already use.

The campaign built in clear calls to action in three areas: to feel better, to help others, and to change your campus and community, with an emphasis on providing examples of small concrete achievable steps in each area . The centerpiece of the initiative is an extensive social media presence that encourages taking action in the form of sharing struggles, seeking support, offering support to others, using actions to help rather than hurt, and sharing pictures, stories, and messages that love is louder than things that cause pain. A complementary website with materials and tools provides specifics on how to take action online and in local communities. For example, an Action Kit includes an Action Card, which prompts individuals to identify self-care behaviors, ways to help others, and things that make them feel positive. The Kit includes guidance for planning local events and activities to spread Love is Louder messages and actions and encourages sharing of stories and photos from these events online. The website also describes how to take an action photo, create an action page, plan an event, find help, and donate.