talk today game-day guide - cmha ontario · • talk today program materials that are national in...

TALK TODAY

Game-Day Guide

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .2Game-Day Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .2 1 . Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .2 2 . CMHA Branch Kiosks/Tables . . . . . . . . . . . . . . . . . . . . . . . . . . P .3 3 . Video Announcements on Scoreboard Screens . . . . . . . . . . . P .4 4 . Public Address/Video Board Announcements . . . . . . . . . . . . P .5 5 . Talk Today Placards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .6 6 . Ceremonial Puck Drop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .7 7 . Other Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .7Communications Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .8 1 . Talk Today Website Banner . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .8 2 . Social Media Plan and Sample Tweets/Posts . . . . . . . . . . . . . P .9 3 . News Release Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .12 4 . CMHA Branch Key Messages . . . . . . . . . . . . . . . . . . . . . . . . P .13Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P .16

2 | CMHA Ta lk Today Game-Day Guide #Ta lkToday

IntroductionMental health and suicide-prevention awareness games are core components of Talk Today. Why? Because these

games have positive implications for everyone involved in the program. Talk Today provides sports organizations and

their athletes an opportunity to further exhibit community leadership. By participating in awareness games, they’re

helping to destigmatize mental health issues. Also, staff of the Canadian Mental Health Association (CMHA) are able

to use these games to share information about programs and services that benefit the broader community. For fans

attending the games, it’s an opportunity to learn more about local mental health and suicide prevention services.

Teams in a participating league should try and cluster all game events in a particular window of time (e.g. a week, two

weeks, a month). Clustering the games allows the league and CMHA to gain concentrated exposure through social

and traditional media.

To help you host successful game-day events, the CMHA has developed this guide. The guide is divided into two

sections: 1) game-day elements and 2) communications elements that support the game days.

Game-Day Elements

1. Branding

TALK TODAY

CMHA has created three Talk Today logos. The first logo (which is a link to a high resolution version) is the most basic

in design and should be used for:

• Talk Today program materials that are national in scope.

• Instances where CMHA-branded materials at the local or provincial level require a singular, clean logo.

1 2

3

http://ontario.cmha.ca/talk-today-resources/





The second and third logos (which are links to

customizable templates) provide greater flexibility for

provincial or local use. Local CMHA branch and team

logos can be inserted into these designs. These logos

can help recognize a branch relationship with a sports

league or local club. These logos should be used for:

• Talk Today program that are local or provincial in

scope.

• Jointly-branded materials/events created by a

CMHA branch and local club.

• Jointly-branded materials created by a CMHA

provincial division and provincial (or broader)

league.

The colour palette used for the CMHA Talk Today logo

is on the right. Click on the image for a magnified view.

2. CMHA Branch Kiosks/Tables

The local CMHA branch will set up a kiosk/table for the game days and distribute materials about Talk Today and other

programs to fans in attendance.

The branch should work with the club to determine set-up time, location, access, etc., and note any restrictions.

In some instances, local branches have distributed swag (e.g. toques or stress pucks) to fans. Should a branch wish to

do a giveaway, clearance must be received by the team or league.





3. Athlete Videos

Should teams have capability, the recommendation is to have players read the provided scripts on camera in advance

of the games.

The videos can then be played on scoreboard screens during the games, on team and CMHA branch websites and

social media accounts.

Length: 15 seconds.

Click images to play.

CMHA has developed the following scripts for video announcements:

a) “Hockey can be tough. Talking shouldn’t be. Our partnership with the Canadian Mental Health Association

reminds players to take mental health seriously. You should, too.”

b) “We all go through tough times. We can ask for help from the Canadian Mental Health Association. You shouldn’t

be afraid to ask for help either.”

c) “Through the Talk Today program, our team has support from the local branch of the Canadian Mental Health

Association. The CMHA is there for you, too.”

If video production is possible, it’s recommended that one of the Talk Today logos be added to the end of the video.

https://vimeo.com/173395164/b47189a313

https://drive.google.com/folderview?id=0B50zY7-j-eJIOFo2eDIxUk1FYXM&usp=sharing


4. Public Address/Video Board Announcements

Clubs routinely read public address announcements during stoppages in play. The template scripts provided can be

altered to include local team names and read during those stoppages. Length: 15 seconds.

There are also corresponding video boards to accompany each announcement. The video boards can be altered to

suit the needs of the local sports organization and CMHA branch.

a) “Today’s (club name) game is dedicated to Talk Today, the

league’s mental health program. The Canadian Mental

Health Association works with the (club name) to foster

positive mental health. The CMHA can help you, too. Visit

the kiosk, located at (location), for more information.”

• Use video board shown (which is a link to a high

resolution template version) when reading this

message. Please incorporate your local CMHA branch

and team/league logo.

b) “The Canadian Mental Health Association is working with

the (club name) and the rest of the (league name) on the

league’s mental health program. You can do your part. Use

the hash tag Talk Today and keep the conversation about

mental health going online.”

• Use video board shown (which is a link to a high

resolution version) when reading this message.








5. Talk Today Placards

Teams and CMHA Branches can create signs or use plain white pieces of Bristol board for this element.

The slogans provided and hashtag #TalkToday can be printed/written on the signs/Bristol board. A photo taken of a

player holding the placard is an image that can be used in several ways.

For example, some clubs have posted the images on video boards during game days while other clubs and CMHA

branches have used the images on social media before, during and after the game.

a) There is strength in speaking up.

#TalkToday

b) It’s OK to ask for help.

#TalkToday

c) I will help you get help.

#TalkToday

d) You are not alone.

#TalkToday


6. Pre-game Ceremonies

Where possible, teams should invite CMHA branch staff to participate in a pre-game ceremony. In the case of hockey,

a ceremonial puck drop and photo opportunity.

7. Fundraising/Other Elements

Teams and CMHA branches can add more elements to further enhance the awareness games. For example, CMHA

branches have benefited from 50/50 draws or chuck-a-puck fundraising efforts at the games. CMHA staff should ask

team staff if this is possible.

Free tickets have also been issued to CMHA branch staff and clients as a way to display a cohesive partnership.

Another suggestion is to use green stick tape and skate laces to promote positive mental health. Green is the colour of

mental health and the CMHA.


Communications Elements

The communications materials in this guide can serve as templates for use by the local club and CMHA branch to help

promote the games.

Game-day events also provide an opportunity to increase public awareness about positive mental health and suicide

prevention. The games provide the club and local CMHA branch an opportunity to leverage media and social media

to enhance the profile of all partners. These events also provide an opportunity to increase public awareness about

mental health promotion and suicide prevention. Branches and teams should coordinate as much as possible when

promoting the game days to traditional media and on social media.

For example, it’s recommended the club and branch collaborate to alert the media beforehand so journalists can help

spread the word about this cause. Similarly, a coordinated approach to using social media can help all partners reach

more people.

1. Talk Today Website Banner

The template banners (shown)

have been created to allow

each team and CMHA branch

to customize a banner for their

respective websites and social

media accounts.

The template banners can be

used to link to a template news

release posted on respective

team and CMHA branch web

pages.

Click on each template web

banner for a high-resolution

version.




2. Social Media Plan and Sample Tweets/Posts

This plan will help CMHA branches and teams use

social media effectively to promote Talk Today game

days and raise awareness about positive mental health

and suicide prevention.


Social media # and channels

1. Hashtag: The hashtag to be used to promote all Talk Today special events on all channels is #TalkToday.

2. Channels

a. Websites: All CMHA branches and teams have individual websites

b. Twitter: CMHA branches and teams, league head office

c. Facebook: CMHA branches and teams, league head office

d. Instagram: If possible

Activities

Timeline Channel Activities

Week before event Twitter • Promote the event on Twitter (see suggested teaser tweets provided below)

Facebook • Promote the event on Facebook (see suggested teaser posts provided below)

Once News Release is issued

Websites • Post the news release and banner announcing the event

Twitter • Tweet link to the news release (see suggested tweets provided)

Facebook • Share news release on Facebook (see suggested posts provided)

Event Day Websites • Take pictures to post on the website following the event

Twitter • Encourage fan participation during the game: Use this video board and encourage fans to share their support on Instagram, Facebook and Twitter using the hashtag #TalkToday

• Share live tweets from team/branch accounts at the event• CMHA Branch and Divisions will retweet event tweets to its account followers

as well

Facebook • Announce that it is event day on Facebook and share live photos if possible

Instagram • Encourage players and attendees to post pictures from the event using the hashtag #TalkToday

Following the Event Websites • Create and post web story summarizing launch event with photos for teams/branches to post

Twitter • Tweet media coverage of event

Facebook • Share photos of event on Facebook and share with teams to post on their Facebook pages as well

Instagram • Share photos of event on Instagram



Tracking and Monitoring

All CMHA and league participants must use the #TalkToday hashtag for social media posts related to the project. This

will enable CMHA to monitor and track the use of the hashtag across three platforms (Instagram, Facebook & Twitter)

for all accounts.

Sample Social Media Posts for Use by Clubs and CMHA branches

Twitter:

Tweets Before News Release is Issued

• We’re hard at work on something exciting with <insert team’s twitter handle/insert CMHA branch twitter handle>! Stay tuned in the coming days/weeks for more details.

• We can’t wait to share what we’re working on with <insert team’s twitter handle/insert CMHA branch twitter handle>! It’s going to be great. Stay tuned for more details!

Tweets When News Release is Issued

• Help us promote positive #mentalhealth! Join us for the annual #TalkToday event with <insert team’s twitter handle/insert CMHA branch twitter handle> : <insert link to news release on branch website>

• Our #TalkToday initiative with <insert team’s twitter handle/insert CMHA branch twitter handle > continues with our annual special event! Join us on <insert date> to talk #mentalhealth.

Tweets Day of Event

• 1 in 5 youth struggle with #mentalhealth issues. It’s time to #TalkToday about mental health. Join us! <insert link to news release on branch website>

• Today we’re encouraging conversation about #mentalhealth with <insert team’s twitter handle> at the annual #TalkToday event! Follow us for live updates at the game. <insert link to news release on branch website>

Tweets Following the Event

• Huge thanks to <insert team’s twitter handle/insert CMHA branch twitter handle >for its support in talking about mental health! <insert photo of the game/event if possible>. #TalkToday <insert link to story on branch website>

• Thanks to <insert team’s twitter handle/insert CMHA branch twitter handle >and fans for making our annual #TalkToday event a success! You’re all a part of making positive #mentalhealth a part of our community. <insert link to story on branch website>


Facebook:

Facebook Posts When News Release is Issued

• Our Talk Today initiative with (the team/local CMHA branch) continues! We’re taking the mental health conversation into the community with our annual Talk Today event - join us! <insert link to news release on branch website>

Facebook Post Day of Event

• One in five youth struggle with mental health issues. Today we’re encouraging conversation about #mentalhealth with <insert team’s Facebook page/insert CMHA branch’s Facebook page> at the annual #TalkToday event! Follow us for live updates at the game. <insert link to news release on branch website>

Facebook Post Following the Event

• Huge thanks to the teams and fans for making our annual Talk Today event a success! You’re all a part of making positive mental health a part of our community. <insert photo of the game/event if possible> <insert link to story on branch website>.

3. News Release Template

This requires collaboration between the CMHA branch and

the club. Both sides need to work together to finalize the

release. Most notably, additional elements specific to each

team’s game need to be added, as do quotes and contact

information from a representative from the branch and the

team.

The media contact on the release should be comfortable,

confident and available to speak to reporters about Talk Today and the awareness game. To help with interviews, a key

message document (for internal purposes only) is provided

as part of this package. The release should be distributed to

the team’s media contacts a few days before the awareness

game to spark interest in the program and the game.


NEWS RELEASE

For immediate release

[Team] and CMHA [BRANCH] team up to raise awareness about mental health during home game

[Date, City] – The [club name] and Canadian Mental Health Association (CMHA), [name of local] Branch

are teaming up to raise awareness about the importance of mental health during an upcoming [club name]

home game.

The [club name] game on [date] at [time] will feature:

• A CMHA-run kiosk so fans can learn more about mental health

• Videos featuring [club name] players talking about the importance of mental health

• Public address announcements about mental health

• Detail of what is going on at the game [if necessary]



The awareness campaign is part of the ongoing commitment by the [club name] and CMHA [local branch]

to implement Talk Today. Talk Today provides mental health support to players and raises awareness about

mental health and suicide prevention throughout communities across the [league name].

A key piece of the Talk Today program has been to educate players about mental health and suicide

prevention. Every team has received mental health training specific to suicide prevention. Each team is also

now linked to a CMHA Mental Health Coach, who provides support and mental health resources to individuals

in need.

“[Quote from local CMHA branch using key messages provided],” said [name], Executive Director/CEO/Mental

Health Coach of CMHA [local branch].

“[Quote from local team contact],” said [name], [position] of the [local club].

http://ontario.cmha.ca/talk-today-resources

http://ontario.cmha.ca/talk-today-resources


Tickets for the game are still available, starting from $[price].

For ticket information, contact [info from local club].

Read more about Talk Today [link to web story].

-30-

Media Contact:

[name] [name]

[title] [title]

[CMHA local branch] [local club]

[phone number] [phone number]

[email address] [email address]

4. CMHA Branch Key Messages

This key message document is designed for teams and CMHA branch representatives when discussing Talk Today

with the public/media. By using this document, all parties are contributing to consistent messaging about the program.

This document is not to be distributed publicly.

Issue

CMHA Branches and teams are collaborating to hold game-day events across the country for Talk Today, a project that

aims to promote the mental health of young athletes and raise awareness about mental health and suicide prevention.

Key Messages

• We’re extremely grateful to partner with the [local team/local CMHA branch] to host a Talk Today event to increase

public awareness and to promote mental health in this community.


• Talk Today provides mental health support and raises suicide awareness among the [local team] organization and

throughout [the league].

• Members of the [local team] play leadership roles within the community and players, particularly, are seen as

excellent role models who positively influence young fans and their families.

• By hosting this event, the [local team/local CMHA branch] are helping eliminate the stigma and discrimination

associated with mental health issues and encouraging discussion within the community about mental health.

Key Messages – Youth Mental Health

• One in five youth struggles with their mental health.

• In Canada, suicide is second leading cause of death for young people between the ages of 10-24.

• In the U.S., suicide is the third leading cause of death among 15- to 24-year-olds.

Key Messages – Stigma, Discrimination And Mental Health

• The stigma and discrimination that surrounds mental health issues often keeps people from seeking the help they

need when they need it most.

• Nearly 60 percent of youth 25 and under treated for a mental illness in the past year reported being affected by

the impact of stigma.

• This Talk Today event aims to combat stigma by starting a conversation around mental health and encouraging

young people to seek help when they need it.


SummaryTalk Today awareness games are an opportunity to destigmatize issues related to mental health and suicide

prevention. By hosting games dedicated to Talk Today, the participating clubs and branches are playing a key role in

mental health promotion activities for the benefit of the community at large.

CMHA hopes this game-day guide provides sufficient guidance for participating teams and branches to host

successful events in their communities.

For more information, contact:

Daniel Nugent-Bowman Communications Officer

Canadian Mental Health Association, Ontario

Tel: 416-977-5580 Ext. 4129 or Toll Free: 1-800-875-6213

[email protected]

Joe Kim Director of Communications

Canadian Mental Health Association, Ontario

Tel: 416-977-5580 Ext. 4141 or Toll Free: 1-800-875-6213

[email protected]

mailto:dnugent-bowman%40ontario.cmha.ca?subject=

mailto:jkim%40ontario.cmha.ca?subject=

talk today game-day guide - cmha ontario · • talk today program materials that are national in...

Documents