To ensure that the social marketing strategy is grounded in research and evidence, the suicide prevention social marketing team implemented a variety of research activities in 2011.
- Literature Review: A comprehensive review of relevant literature published between 2001 and 2011 was conducted to summarize what is known about marketing and messaging in suicide prevention in terms of effectiveness and safety.
- Campaign Catalog: The campaign catalog represents suicide prevention media campaigns in the United States that were active prior to the end of the 2011 calendar year.
- Baseline Survey: The baseline survey provides findings from Knowledge, Attitude and Behavior (KAB) random digit dial phone study. A total of 2003 surveys were completed with a 99% confidence level that the results are representative of the state of California, including representation from different regions across the state, from rural and urban populations.