Process evaluation of the Act-Belong-Commit Mentally Healthy WA campaign: first 12 months data

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To assess the extent of partnerships established by the Act-Belong-Commit campaign in the six intervention towns in the first 12 months, from October 2005 to September 2006, and the exposure achieved. In each town, data were collated on media exposure, partnerships established and co-branding of community-based events and activities under the Act-Belong-Commit banner. In the first 12 months, four press advertisements were developed and placed twice a month in a local newspaper in each town. The total coverage area was 45,350 cm2, with a media buy of $63,000. The campaign generated a total of 124 campaign-related press articles in these local newspapers (27,529 cm2), equating to approximately $38,000 worth of paid media in terms of coverage area (cm2). In total, 59 major partnerships were established, holding 115 co-branded community events and activities. The campaign attracted 21 sponsorships for partners, totalling approximately $250,000. The partnerships with community organisations facilitated the co-branding of events and activities, which provided opportunities for individuals to act-belong-commit. The campaign officers were successful in forming ongoing partnerships in each of the towns, as partners believed the campaign offered them significant benefits for their co-operation. The campaign officers were instrumental in securing sponsorships of community events and activities. A substantial amount of unpaid media was generated.