Northern Arizona University Mental Health Awareness Research Report

This report presents the findings of a qualitative research study on mental health awareness among students at Franke College of Business of Northern Arizona University (NAU). The research, commissioned by the Northern Arizona Healthcare Foundation, aimed to assess students' knowledge of mental health issues, their awareness of intervention strategies, and their willingness to participate in awareness programs, particularly the Mental Health First Aid program. Data was collected through surveys, revealing that while students are concerned about mental health among their peers, a significant portion are unfamiliar with Mental Health First Aid. The research highlights a need to promote awareness of the Mental Health First Aid program through various strategies, including classroom presentations and social media engagement, to increase student participation in training sessions. The report also notes that while many students expressed interest in learning more about mental health intervention, a majority were unwilling to donate to the cause, indicating a need to educate the younger generation on the importance of financial contributions. The findings provide valuable insights for the client, guiding future initiatives to enhance mental health awareness and support among the NAU student population.

Research Methodology
Research Design
Stakeholders of this research are members of the Northern Arizona Healthcare Foundation, the
community of Northern Arizona, students from Franke College of Business of Northern Arizona
University all of who stand to benefit from the outcome of this research. Each stakeholder plays
a role in this research given that some are participants, clients and the population in question i.e.
members of Norther Arizona community.
The research adopted a Qualitative research design aimed at establishing answers related to the
awareness of mental health among the youth in Franke College of Business of Northern Arizona
University, and the Arizona Insurance Institute and their willingness to participate in the
awareness program. As such, data collected for this research is primary data i.e. collected using
primary data collection methods such as filling questionnaires. The data was retrieved and stored
after completion of the survey for further research.

Executive Summary
Overview of Client Team Project for The Market Research
Northern Arizona Healthcare Foundation whose vision is to enable access to quality healthcare
programs, services, and resources for all Northern Arizona residents who are trying to
“overcome challenges associated with chronic illness, behavioral health, and access to quality
healthcare” required to engage younger persons such as university students in order to explore
ways in which it can engage the younger generation in the organization’s efforts to helping those
with substance abuse, depression, and potential suicidal ideation. The clients for this survey
would be students from Franke College of Business of Northern Arizona University
Research Aim
The main aim of this research is to receive feedback regarding the willingness of the younger
generation to engage in the different endeavors of the organization including their opinion on a
number of issues related to mental health issues and whether they would like to participate in the
training process. The research outcome would be fundamental in understanding what the
students know about mental health as well as Mental Health First Aid program. In practice, the
survey is to distributed among students of different ethnicities and all grade levels asking
questions regarding different aspects of their knowledge in handling and helping persons with
substance abuse, depression, and potential suicidal ideation and engaging in training sessions
likely to improve their ability to help such persons.
In addition, the survey is designed to explore the knowledge of the students on intervention types
for mental conditions alongside their attitude on different issues related to mental issues and
health.

Research Results
After conducting the proposed survey, the results indicated that most of the respondents are
females aged between the 18-24 and identify as White/European American. Further, it was noted
that most of the respondents are NAU students received possibly due to spring breaks and the
Corona Virus outbreak. Moreover, most respondents as shown from the results indicated that
they are somewhat concerned with mental health issues among their peers; there is also a good
portion of the respondents who are extremely concerned about mental health issues. In addition,
the results showed that the vast majority of respondents were familiar with CPR, but the results
were much more varied when it came to mental health intervention awareness. 42.38% of
respondents are not aware of mental health intervention strategies, 37.13% are aware, and the
remaining 20.49% are unsure if they are aware. However, this same group indicated that they
either strongly or moderately agree that these intervention strategies can be learned and are of
real benefit to those in need.
The vast majority of respondents, approximately 83.89% indicated that they were unaware of the
Mental Health First Aid program; however, most of these respondents are extremely and
moderately interested in learning more about these intervention trainings to assist those in need.
Additionally, the majority (55.54%) of respondents said they would not contribute if asked to
make a monetary donation.
Conclusions from The Marketing Research
Based on the results obtained from the marketing research survey conducted on students from
Franke College of Business of Northern Arizona University, it is evident that a good proportion
of the respondents are not familiar with the Mental Health First Aid program but are keen to
participate in the intervention learnings offered by the program. There is need to educate the

younger generation on the importance of contributing since most of the respondent indicated that
they would not contribute. Nevertheless, the unwillingness to contribute is not an indication of
disinterest as shown by the results.
Recommendations to The Client
Unawareness of the Mental Health First Aid services is the major concern as established from
the research results. Therefore, it is important that new measures to promote the awareness on
the Mental Health First Aid services program be put in place including getting a group of
students to speak through the semester to engage with classes by presenting about the services
provided by Northern Arizona Healthcare Foundation and NAU as well as engage at social
events that NAU or other campuses have throughout the semester to bring more awareness and
take action in signing people for these training sessions through different platforms such as
Facebook and Instagram.