Community Engagement Digital Toolkit

HOW TO USE THE TOOLKIT

CHOOSE
YOUR CONTENT & GRAPHICS

BROWSE
THE READY-TO-USE MATERIALS

LAUNCH
YOUR WELLNESS CAMPAIGN

If you or your organization has its own digital/social media sites, including Facebook pages/groups, TikTok pages, YouTube channels, an Instagram site, etc., this toolkit contains content and images that you can share and use on these platforms. The toolkit will allow you to use social media content, print materials and community events (virtual or in-person) to better engage local families and promote the Connect Protect Recover (CPR) Campaign in hard-to-reach and underserved communities.

Together, these components provide a full range of options for executing a community awareness campaign that fits the current strengths of your organization. From there, the toolkit and free technical assistance (TA) addresses any needs to expand skills and build capacity to promote your services and connect families to SUD-related resources.

Please choose the campaign elements that best reflect the circumstances, demographics, cultural specifics and needs of the people you serve. This toolkit will support you in speaking persuasively about the CPR Campaign and the support available to families who have loved ones suffering from substance use disorders. While the training session that accompanies the toolkit starts with the simplest-to-execute communication strategies, the training and free TA will also help you build capacity to go beyond the basics and take your community-outreach and engagement strategies to the next level.

DIGITAL CAMPAIGN COMPONENTS

READY-TO-SHARE SOCIAL MEDIA MESSAGING AND FAMILY-TESTIMONIAL VIDEOS
(LEVEL 1)

Connect Protect Recover (CPR) is a comprehensive outreach campaign targeting lower-income Black and Brown (BIPOC) communities in Allegheny County with the goal of getting impacted families connected to SUD resources. In addition to leveraging traditional media channels, the CPR Campaign’s social media messaging and family-testimonial videos from residents of Allegheny County are available to share on Facebook, TikTok, Instagram and YouTube, once you “follow” the campaign. The messaging is designed to let loved ones of those who have addictions know that there are resources and support for both them and their loved one. Our messages drive people to the CPR Campaign’s Hotline (412-325-7550) and website (www.ConnectProtectRecover.org) to find out how to access SUD treatment and recovery services.

Current Featured Digital Content

CPR Hotline

Community Event Flyer

CPR Hotline

Spotlight Post-BIPOC-led Provider

CPR Hotline

Testimonial Video

Social Media Carousel Post for Community Event
(Reference Image Only)

To create this carousel post, you will need to download each of the panel images below:

Captions to Adapt, Customize and Use for the Featured Social Media Posts

Use as-is (copy and paste) or adapt/edit any of the post captions or descriptions
from the download below to accompany the social media posts above.

ADAPTING EXISTING SOCIAL MEDIA POSTS WITH YOUR OWN BIOS/CAPTIONS
(LEVEL 2)

Static Social Media Posts

These social media post images are already formatted for use on Facebook, TikTok, and Instagram. You can write your own caption or bio information for these posts, customizing it to your organization, or you can copy and paste (and adapt) any of the suggested post content already created by the campaign.
(See Captions to Use or Adapt).

BIPOC-Led Providers Spotlight Facebook Files

BIPOC-Led Providers Spotlight Instagram Files

Carousel Posts

A carousel post is a series of related graphics/photos that should be used together in one post. The graphics for each carousel post should be organized in the order shown below. The “Reference Image for Carousel Post” provides further visualization and direction on how this should be executed.

Introducing the C-P-R Campaign & Benefits, #1

(Reference Image)

Promoting the 24/7 Campaign Hotline

(Reference Image)

We See Exhausted Families - You're Not Alone

(Reference Image)

SUD's Affect the Entire Family, #1

(Reference Image)

SUD's Affect the Entire Family, #2

(Reference Image)

Be Ready When They're Ready

(Reference Image)

Avoid "The Call" by Making This Call

(Reference Image)

Introducing the C-P-R Campaign & Benefits, #2

(Reference Image)

(Social Media) Video Posts

These short social media video posts are already formatted (as MP4s) for use on Facebook, Instagram, YouTube Shorts and TikTok. You can write your own caption or description information for these posts, customizing it to your organization, or you can copy and paste (and adapt) any of the suggested post content already created by the campaign. (See Captions to Use or Adapt). The total running time (TRT) of the video is indicated under each thumbnail.

Note: In order to be able to disseminate the video directly on some platforms other than Facebook, you will need to download the MP4 file of the video from below to your computer.

Introducing C-P-R Campaign & Benefits, #1
TRT: 16 seconds

Promoting the CPR 24/7 Campaign Hotline
TRT: 59 seconds

We See Exhausted Families – You’re Not Alone
TRT: 41 seconds

SUD’s Affect the Entire Family, #1
TRT: 34 seconds

Avoid “The Call” by Making the Call
TRT: 38 seconds

Be Ready When They’re Ready
TRT: 30 seconds

What You Need to Support & Care for a Loved One
TRT: 1:04 minutes

Introducing C-P-R Campaign & Benefits, #2 (TikTok)
TRT: 29 seconds

Introducing C-P-R Campaign & Benefits, #2 (Instagram)
TRT: 27 seconds

Family-Testimonial Videos

These short testimonial videos feature residents of Allegheny County talking about their experience with a family member suffering from addiction. You can share these on your social media, or use in your outreach, to easily explain, in a community-friendly way, why the Campaign is an important resource for families and close friends who are dealing with a loved one who is currently struggling with addiction. These stories can help family members get and stay involved as their loved one navigates the twists and turns of the SUD treatment and recovery journey.

Note: In order to be able to disseminate the video directly on some platforms other than Facebook, you will need to download the MP4 file of the video from below to your computer.

.

Markeya Lowry’s Full Testimonial
TRT: 6:19 minutes

Renita Freeman’s Full Testimonial
TRT 3:55 minutes

Lisa Freeman’s Full Testimonial
TRT 7:33 minutes

Captions to Adapt, Customize and Use for Social Media Posts

Use as-is (copy and paste) or adapt/edit any of the post captions or descriptions from the download below to accompany your social media posts. The content is organized by the various social media platforms (to address character limits).

CREATING YOUR OWN SOCIAL MEDIA POSTS
(LEVEL 3)

If you have experience with digital design tools and would like to use the existing campaign messaging (above) and graphics to promote your organization’s SUD services, you can replace the CPR Campaign website information with your organization’s information.

Copy and paste or adapt any of the earlier content for use on social media platforms. You can use the campaign logo and your own photos/images in newsletters, email blasts and more.

Campaign Logos

If you plan to create your own social media posts, rather than use or adapt ones already specifically created for the campaign, you’ll still want your posts to be “co-branded” to indicate that you are a campaign partner. Including the campaign logo as part of your posts will accomplish this. To download any versions of the official campaign logo (see below), click “download” under the chosen logo. Once the full-size logo opens, you will need to right-click and choose “Save Image As.”

The CPR Campaign offers both a static logo and an animated logo that can be used for videos.

Names of Fonts Used in Campaign-Designed Materials

Please use the campaign fonts listed below, if available, to keep brand consistency across materials.

Primary Typeface: Nexa  |  Secondary Typeface: Arial

PRINTABLE CAMPAIGN COMPONENTS

Community-Engagement Palm Cards

(Generic and Customized)

These double-sided palm cards are ready to print and distribute. If you have programs, services, outreach efforts or activities where you interact with families who have a member struggling with addiction, you can hand out the palm cards during community canvassing, outreach activities and at a range of specific events. Palm cards provide an easy, pocket-sized resource to provide basic information about how to connect with resources and support for both the family member and the loved one with the substance use disorder. These resources can be offered through the campaign or directly from your organization. The CPR Campaign wants to collaborate with organizations so that information about community resources also comes directly from the groups that offer them.

There is a generic campaign palm card that connects community members to the Connect Protect Recover Campaign and its 24/7 confidential hotline (412-325-7550).

We also created palm card designs that feature both the campaign logo and the organization’s logos and contact information from grassroots organizations committed to serving their communities. Palm cards can be customized so that they are “co-branded” with the Connect Protect Recover Campaign. (See samples below.) Organizations that opt-in as an active campaign partner, can be eligible to receive one starter box (250 cards) of customized palm cards. How to access this benefit is covered during the toolkit training or you can fill out a CPR Campaign Support Form, as described during the toolkit training.

Customized Event-Promotion Flyer

These customizable event flyers allow you to get the message out about your SUD-related services, events, resources and activities, with fillable fields that we can customize for you. For example, if you periodically host community events for families, chosen family and friends impacted by the addiction of someone they love, you can use these inclusive and inviting flyers to spread the word and get people to come out. Other kinds of campaign-supported events include community-based Narcan trainings (with kit distribution) or screenings of the campaign’s “Recovery Education 101” video, with discussions moderated by a Certified Recovery Specialist (CRS). If you are interested in creating and/or hosting an event like this, or in MEE designing a custom promotional flyer for you, fill out a CPR Campaign Support Form as described during the toolkit training.

COMMUNITY ENGAGEMENT TACTICS

Making changes in health disparities among low-income African-American, Latinx and underserved communities in Allegheny County requires a collaborative effort involving a broad range of partners, including various non-traditional elements of the grassroots community. Key individuals and organizations within your community are valuable resources that can be used to promote the Connect Protect Recover Campaign.

Thought leaders and potential promotional partners can be found among community elders, housing and job-training/placement programs, faith-based organizations, nonprofits and even among establishments like hair salons and barbershops. The challenge is to harness these resources in a culturally-relevant manner, bringing them together in ways that multiply their reach, penetration and effectiveness.

The Connect Protect Recover Campaign is here to support your community-engagement efforts related to supporting individuals and families impacted by substance use disorders. Our Connect Protect Recover Technical Assistance (TA) Team, made up of a diverse group of communications professionals, is on standby to support you in bringing your community-engagement ideas to life, or even helping you map out the most effective strategies to reach the neighbors, friends, peers and others you serve—all at no cost to our grassroots community partners. If you are interested in conducting or hosting a community event—or taking advantage of existing opportunities to collaborate with other (existing) events, MEE TA can help you make that happen. Just fill out a CPR Campaign Support Form, as described during the toolkit training.

The Connect Protect Recover Technical Assistance (TA) Team covers community engagement from beginning to end. If you want to get a start with some background information on some of the key steps, keep reading below for tips on marketing and executing your community event.

Conducting Effective In-Person Events

Marketing Your Event

  • To attract attention, adapt our customizable event flyer or create your own flyers and other materials that are colorful and easy-to-read. Use large, centrally-located images and photos that reflect what people in your community look like. Also, use words and phrases that reflect local culture in the County and will catch people’s interest.
  • Promote meetings/events as places where people in the community can connect, network and provide mutual support to each other.
  • Promote events and activities to people of all ages and backgrounds. Encourage people from all walks of life to come out to your CPR community event—it’s not always obvious just by looking at face value who has been negatively impacted by drug and alcohol addiction. We need “all-hands-on-deck” to begin to make everyone in the community more aware about the Connect Protect Recover Campaign and the support available for families and chosen families with loved ones suffering from addiction.
  • Providing refreshments is a welcome addition to your in-person event or meeting.
  • Think about incentives you can provide to increase attendance, such as door prizes or an end-of-event raffle. If the meeting is virtual, let attendees know that any incentives will be mailed or delivered to them.

Executing Your Event 

  • Be straightforward if you want to wait a few minutes for others to join, but also state that you will end on time to be respectful of those who came early or on time.
  • As the moderator or key speaker, make sure that members of the community feel they are being heard and respected, including summarizing (mirroring) what someone says, as time permits. Venting about problems or issues is often a stress reliever.
  • Make the sessions flexible and interactive. Community members need to be the main “talkers” at sessions. This is how effective community relationships are built.
  • Get attendees to openly share what they have learned—sometimes by trial and error—in their own experiences with navigating the SUD treatment and recovery system, or accessing other human-services resources. They will be able to validate much of the information you are presenting about how you can help connect people to the resources they need, giving you increased authenticity and credibility.
  • Having interactive meetings allows residents to develop their own solutions to complex issues around the impact of addiction on families in the midst of barriers and challenges in their community. This builds community capacity for long-term problem-solving and advocacy related to equitable access to County resources to reduce disparities in SUD outcomes, even outside of or after your event or session.
  • Make some time at the end of the meeting to discuss any new or other resources families can take advantage of, based on the issues discussed.
  • Encourage attendees to keep in touch and network with each other after the meeting, creating informal “support groups” for those dealing with similar health or life issues. Ask attendees if they want to share their contact information from a sign-in sheet with other attendees.
  • If time permits, use a brief survey form or other document (or the “chat” feature for online meetings) to gather community feedback on the meeting and get suggestions on how sessions can be expanded or improved in the future.

Conducting Effective Virtual Events

This section provides some pointers on how to leverage online technology to continue engaging with community members.

Note: Remember, not everyone uses formal teleconferencing tools like Zoom or Microsoft Teams regularly. As an alternative, you could try Facebook Live/Groups or WhatsApp Chat Groups to stay in regular communication with community residents.

If using Zoom, Teams or similar tools…

  • Download the app to the computer, tablet or smartphone you will be using to host the meeting. There are free and paid versions, with the latter offering additional tiers of features. You will be prompted if you need to install or update any related software on your computer.
  • Set up and invite participants to your meeting using a Meeting ID or weblink sent via email or text.
  • Do a few trial meetings internally to learn the features and operation of the platform. This will give you a chance to test your technology—internal microphone vs. headset (reduces ambient noise), the camera, strength of Internet connection, etc. Make sure you tackle the basics, such as how to share your screen to show documents, pictures or PowerPoint slides, for example.
  • Before starting the meeting on your computer, it’s often helpful to close all other programs or files that you won’t be needing (helps prevents image freeze-ups and sound lags). In addition, make sure your WiFi signal is as strong as possible; this may require moving closer to your router.
  • Enter the meeting a few minutes before start time, so you can greet people as they join.
  • Make sure your camera is on; seeing you face-to-face helps people connect with what you are saying.
  • Have an agenda for your meeting. You can make it part of a PowerPoint presentation or you can post it in the chat, so participants can keep track of where they are/what’s being discussed.
  • It can be useful to have two facilitators working together, one doing the main speaking, while the other monitors the chat box and participants list for questions or comments.
  • Set up ground rules for the virtual meeting, so that participants know how to interact with you, other presenters and each other. For example, include a slide at the beginning of the presentation that outlines expectations.

Sample Ground Rules

  • All participants have been placed on mute as they enter the session.
  • Keeping one’s camera on is/is not mandatory.
  • Please hold questions until the end of each presentation section.
  • [Zoom] If you have a comment during the presentation, please “raise your hand” virtually. Click on “Participants” at the bottom of the Zoom window. A list of all participants is shown in a window at the right. At the bottom, you will see the icon for raising and lowering your hand.
  • When it’s your turn, the moderator will call on you and unmute your mic.

Managing the Virtual Meeting

  • The normal cues that you would have in a face-to-face discussion are missing, so sometimes you will have to remind people to limit the length of their comments.
  • If people are not interacting, you can directly call on a participant to make a comment. Some people are intimidated about jumping into big group discussions, especially when they can’t see or don’t know everyone.

Conducting Effective Community Canvassing

Community-canvassing or outreach sessions provide an opportunity for you to share Connect Protect Recover Campaign information with other organizations, establishments and residents who you haven’t engaged with yet or are unable to come out to your in-person or virtual meetings. If you would like support in developing a plan for your outreach staff to stop by high-traffic locations in your community, have a short dialogue about CPR and about your organizations as a resources for people impacted by substance use disorders and leave materials for display or further distribution, use the CPR Campaign Support Form to reach out to our Connect Protect Recover Technical Assistance (TA) Team.