Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Mental Health Outreach topic
No spam. Unsubscribe anytime.
Pitkin County public‑health campaign reaches tens of thousands, staff say; Spanish ads drove strong engagement
Summary
Pitkin County Public Health reported a two‑month mental health awareness campaign produced with agency Kahlo that reached roughly 46,000 unique users and logged about 183,000 impressions across English and Spanish social ads; staff proposed refinements and annual reuse of creative.
Pitkin County Public Health staff reported on July 17 that a recent mental‑health awareness media campaign reached roughly 46,165 unique people and generated about 183,344 impressions across Facebook and Instagram. County staff said the paid campaign yielded nearly 2,000 clicks and an average cost per click of about $0.66.
Ariel Holstein, the county planning analyst who led the campaign work with agency Kahlo, told the Board of Health the project aimed to increase trust in the health department and to raise awareness of local mental‑health resources. Holstein said the total campaign budget was $5,250: $3,250 from public health and $1,500 from the community relations team, with design work taking the bulk of the dollars.
Holstein summarized performance by language: the county allocated roughly 60 percent of paid resources to English and 40 percent to Spanish targeting. English ads recorded about 27,000 people reached and roughly 108,000 impressions; Spanish ads reached roughly 19,000 people and had about 75,000 impressions. Holstein said the campaign also produced organic posts, a weekly item in the Aspen Veil newsweekly, and a Spanish radio spot.
The county presented next steps to refine outreach: create more population‑specific assets (older adults, youth, LGBTQ+), adopt A/B testing to optimize creative, build conversion tracking to measure resource usage and link clicks, and consider user‑generated content for authenticity. Holstein told the board the county created short, memorable links for the campaign—pitkinmentalhealth.com and saludmentalpitkin.com—to direct users to a county resource page.
Board members welcomed the report and urged better prominence for crisis‑line information on the county home page so people in an acute emergency can find phone numbers quickly. Staff said a separate crisis campaign exists and that the mental‑health campaign is intended to raise awareness about the range of local resources; staff also agreed to explore improved navigation and clearer crisis signposts on the health‑department website.
