2301 Indigo Lane: Dallas, Texas

75080
Phone: (512) 983-8500
Fax: (512) 974-0898
Email: domestic.relations@EY.com

February, 26, 2015

The Dallas Chamber of Commerce

500 N. Akard St #2600
Dallas, Texas 75080

To the Dallas Chamber of Commerce:

As a preeminent international company, it is our Corporate Social Responsibility to take action in

the communities surrounding each of our branch locations across the globe. As members of Ernst
& Young LLP Dallas, we desire to leave an impact in our community in hopes of making a
difference in the lives we touch and will touch in the future. Today, we come to you, the Dallas
Chamber of Commerce, and urge you to support our efforts in creating awareness for prevention
of suicide, untreated depression, and mental health illnesses.

Background

You never realize how someone has touched your life until they are taken away from you,
these are the words used by a close friend of two young students who took their lives earlier this
month at Plano East Senior High School. The unsettling feeling does not come from the fact that
both of these deaths happened on the same day, but rather the knowledge that both deaths
occurred only a couple hours apart. Ritu Sachdeva and Hillary Kate Kuizon unfortunately
passed away leaving behind heartbroken friends, family, and classmates.

The proximity of tragedies such as those witnessed at Plano East are heartbreaking, but must be a
catalyst for reform in our communities. Ernst and Young believes it is our Corporate Social
Responsibility to improve awareness and prevention tactics aimed at decreasing the rate of
suicides and untreated depression. It has come to our attention that mental illnesses, like those
observed at Plano East, are growing concerns. As a philanthropically oriented company, Ernst
and Young believes the issue falls upon our shoulders.

Mental health is an illness that affects more than just adults. According to the Student Wellness
Center at The University of Texas at Dallas, Suicide is the second leading cause of death among
college-aged students. (UT Dallas Student Wellness Center, 2015). These findings illustrate the
imperative need to explore the mental health of young adults struggling with untreated
depression and/or thoughts of suicide. Ernst and Young is a proud employer of many college-
The Dallas Chamber of Commerce 2
February 25th, 2016
aged students, and thus aims to help cultivate a positive mental and physical environment at local
schools and colleges.

Problem

The prevalence of suicide caused by untreated depression is not a new trend. A study done by the
National Alliance on Mental Illness revealed that, 70% of youth in juvenile justice systems have
at least one mental health condition. (National Alliance on Mental Illness, 2014) Most people
find the topic of suicide uncomfortable or taboo. The topic is usually refrained from conversation
as it creates a tense tone. Many individuals do not feel comfortable enough to speak about death,
or the thought of someone taking their own life. Our society has made the subject of suicide one
that is not spoken about on public platforms and kept underwraps. The tendency of the topic to
be pushed aside portrays the characteristic of our society to overlook the seriousness of mental
illnesses.

Figure 1

National Survey on Drug Use and Health: Major Depressive Episode in the Past Year among Adults Aged 18
or Older, by Age and Gender: 2012

As shown in Figure 1, 8.9% of young adults aging from 18-25 experience a Major Depressive
Episode each year (The Substance Abuse and Mental Health Services Administration, 2012). A
Major Depressive Episode, explained by Dr. Steve Bressert of Psychology Central, is defined as,
A person who suffers from a major depressive episode must either have a depressed mood or a
loss of interest or pleasure in daily activities consistently for at least a 2 week period. This mood
must represent a change from the persons normal mood; social, occupational, educational or
other important functioning must also be negatively impaired by the change in mood. (Bressert,
The Dallas Chamber of Commerce 3
February 25th, 2016
2013). These findings indicate the need for awareness and preventative measures across all age
groups, especially young adults aging from 18-25. This demographic of students will be the
leaders of tomorrow, but need help today.
Figure 2

National Survey on Drug Use and Health: Receipt of Treatment for Major Depressive Episode in the Past
Year among Adults Aged 18 or Older Who Had a Major Depressive Episode in the Past Year, by Age and
Gender: 2012

As illustrated in Figure 2, the student age group received the lowest amount of treatment for
Major Depressive Episodes in the previous year (The Substance Abuse and Mental Health
Services Administration, 2012). This graph shows that 18 to 25 year olds are receiving almost
20% less treatment than any other group of adults. Creating a stable environment for mental
health growth is easier said than done. It may not come easy for more than one reason; it could
be that the student either does not realize they need help, or that they do not know how to get the
help they need.

Often times, students choose to believe that depressing thoughts are normal, and the problems
they are facing will soon pass. The notion that depression is just a phase prevents students from
reaching out for help or guidance from friends and family. Many youth struggling with thoughts
of depression tend to keep to themselves. Those suffering do not want to feel like a burden to
others, nor pass on their feelings to their peers. Thoughts like these lead students to
underestimate the seriousness of their illness, and hold feelings inside. However, there are
instances in which the young adult may realize he or she is struggling with depression, but are
unsure where to find the necessary help or guidance. There is not enough accessible knowledge
about hotlines students can call, or centers through which they can receive help (Teen Treatment
Center 2015).
The Dallas Chamber of Commerce 4
February 25th, 2016
One reason for the lack of education can be mostly attributed to fear. According to the National
Alliance of Mental Illness, Faculty members are hesitant to publicize mental health illnesses,
because they are under the impression that it will instill the thought of suicide or depression
within students. (National Alliance on Mental Illness, 2014). Faculty and staff think they might
plant a seed in the minds of young adults that might have been nonexistent. They fear the seed
may grow and lead to depression or suicidal thoughts. Although, there is a possibility of this
happening, it would be a very rare case. Faculty and staff need to understand that even though
there is a risk of planting that seed, that the risk is worth taking if the over publication of
depression and suicide prevention can help save lives. Ernst and Young believes that raising
awareness and increasing education on the subject will do far greater good than harm.

Proposal

In hopes of creating a broad outreach program across the Dallas/Fort Worth Metroplex, Ernst and
Young seeks to partner with a local non profit organization committed to spreading awareness,
and preventing untreated depression and suicide. We hope to fulfil this mission through a
partnership with The Mental Health America of Greater Dallas. In recent years this organization
has developed and improved resources for emotionally disturbed adolescents and adults in the
Dallas area. The Mental Health America of Greater Dallas serves as a catalyst to identify, assess,
and respond to mental health needs across the community. Our partnership with such a reputable
organization as The Mental Health America of Greater Dallas makes our passion for the
improvement of mental health a reality.

Solution

With the main focus for our philanthropic work being college-aged suicide prevention and
awareness, we have designed a program that will cater to the needs of this age group. The
program will require the direction of a suicide prevention specialist, in addition to a coalition of
students dedicated to identifying individuals in need of professional help. We believe that by
developing organizations dedicated to mental health education on college campuses across
Dallas, we will be able to exponentially increase the chance of identifying at-risk individuals.

In order to identify at-risk individuals, it is highly important to understand the effects of

depression and the symptoms associated with the illness. The Teen Treatment Center defines the
symptoms of Depression as:

Withdrawal from friends

Loss of interests/activities they used to enjoy
Significant weight loss or gain
Poor performance at school or job
Frequent complaints of illness (e.g. headaches, stomachaches)
Prolonged sadness, anxiety, feeling of hopelessness
Belief that life is meaningless
Preoccupation with death and dying

(Teen Treatment Center, 2015)

The Dallas Chamber of Commerce 5
February 25th, 2016
The partnership between Ernst and Young and the Mental Health America of Greater Dallas will
provide an extremely effective opportunity to increase the awareness of mental health resources
throughout schools in the area. We will hire multiple suicide prevention specialists through
Mental Health America of Greater Dallas in charge of forming student coalitions at four major
Dallas universities. These universities are: The University of Texas at Dallas, Southern Methodist
University, Dallas Baptist University, and The University of Dallas. Each institution will be
assigned one prevention specialist responsible for that campus, and three neighboring high
schools. Mental health specialists will be hired through partnership with the Mental Health
America of Greater Dallas.

Obtaining a large amount of students to participate in the coalition will significantly expand the
reach of the program. Students who choose to participate in the organization will be given access
to multiple resources used in suicide prevention. These campus societies will serve as an outlet
for students to learn, identify, and provide help to young adults in need.

1. The first step of the organization is one of the most important. Students will be educated
by mental health professionals on suicide prevention strategies, and techniques to identify
individuals in need of help.

2. Next, students will be informed on the importance of mental illness identification.

Realizing the main obstacle when seeking to reduce suicide rates is diagnosing those in
need, high student participation in campus awareness societies is essential to maximize
effectiveness. Increasing the number of students educated on the specifics of mental
health strategies will provide a higher chance of suicide identification and prevention.

3. Once students in need of help are identified and convinced by campus organization
members to seek help, they will be referred to professional help through their specified
university therapist.

In hopes of creating an on campus society to identify at-risk individuals, we need to educate

the students who join on how to intervene and provide assistance to those in need. The National
Institute of Mental Health lists that when peer representatives of the on campus group take it on
themselves to intervene on the behalf of the at-risk individual they should:

Offer emotional support, understanding, patience, and encouragement.

Talk to him or her, and listen carefully.
Never dismiss feelings, but point out realities and offer hope.
Never ignore comments about suicide, and report them to your loved one's therapist or
doctor.
Invite your loved one out for walks, outings and other activities. Keep trying if he or she
declines, but don't push him or her to take on too much too soon.
Provide assistance in getting to the doctor's appointments.
Remind your loved one that with time and treatment, the depression will lift.

(National Institute of Mental Health, 2016)

The Dallas Chamber of Commerce 6
February 25th, 2016

It is important for peer representatives of the society to keep this list of advice in mind when
interacting with afflicted individuals. Not only will this advice help create a positive image for
the society, but it will allow the at-risk individual to receive the necessary help he or she may
need without it feeling forced upon them.

Goals

The implementation of awareness societies created on college and high school campuses will
serve to fulfil three main goals:

1. Educate students on strategies of proactive suicide prevention

2. Expand the reach of suicide prevention efforts on school campuses by creating a network
of students who understand the importance of mental illness identification
3. Reduce the suicide rate among students on school campuses in the greater Dallas area

Scheduling

For March 1st, we have planned a meeting with the School District Director of Plano
Independent School District to gain further insight on the teen suicides that have occurred in the
last month. During this meeting we hope to achieve an understanding of what the school district
offers their students who are battling depression, and what extra assistance they might need to
help prevent future cases.

After meeting with the School District Directors, we will meet the following week on March 8th
with Mental Health America of Greater Dallas to discuss with them our findings from the
meeting with Plano ISD. In this meeting we hope to consider possible solutions on how we can
get both groups to work together and provide the necessary help and outreach to young students
across the Dallas Metroplex campuses. During this meeting we also hope to consider whether we
can provide volunteers from Mental Health America of Greater Dallas, who are Suicide
Prevention Specialists, to lead student organizations on school campuses to identify young
individuals who may be battling with suicidal thoughts or depression.

Once we have meet with both separate groups, we will go forth on implementing our proposed
plan. We hope to start the set-up process for our plan as soon as possible, we are aiming to get
the foundation for our plan set up by April 1st. The foundation will consist of hiring our suicide
prevention specialists and building our team to help us tackle this social issue.

On July 20th we will hold our first summer training program with the staff and faculty of the
local Universities and select local high schools as well. At this training event, in which we hope
to take place in mid-July, our aim will be to educate staff and faculty on ways to identify at-
risk individuals in a classroom setting. In this summer training program we will provide a
mini training session that will be similar to the long-term on campus society that we will be
implementing at the start of the school year.
The Dallas Chamber of Commerce 7
February 25th, 2016

At the start of the school year, August 2016, we will go forth on fully implementing our plan. We
will have the specialists start on the first day, to introduce themselves and what services they will
offer while on campus. The proposed plan will be in full effect at this point, and the on campus
society will start recruiting members within the first two weeks of the school year.

Budget

Our budget consists of two main categories of expenses:

1. Employment
2. Advertising

Employment: Hiring Suicide Prevention Specialists to oversee North Texas Universities;

In order to create twenty student coalitions on high school and college campuses across the
Dallas area, four suicide prevention specialists will be hired through Mental Health America of
Greater Dallas, and paid an annual salary. Each specialist hired will be responsible for a single
college campus and up to three neighboring high schools.

Specialists hired will be responsible for one of the following universities:

The University of Texas at Dallas

Southern Methodist University
The University of North Texas
University of Dallas

Specialists will be responsible for:

Creation and administration of on campus student coalitions

Providing awareness and identification education to students and faculty on campus
Facilitate student outreach through regularly scheduled campus meetings
Provide effective suicide prevention therapy and resources to students identified as at-
risk
The Dallas Chamber of Commerce 8
February 25th, 2016
Research done by Simply Salary, a job information and location service, indicates that the
average salary for full time suicide prevention specialists and therapists in the Dallas region were
approximately $61,000 per year (Simply Salary, 2016). Using this figure, we hope to hire at least
five individuals to facilitate our campus outreach programs.

Advertising: Awareness Advertising and Promotion

The main focus for our campaign is to spread awareness and that cannot be done without
advertising. We plan to implement an extensive advertising regime that reaches anyone and
everyone who is in need of treatment. Since so many cases of depression go untreated, it is of
utmost importance that our message of help can be heard by everyone. We have devised a three
pronged advertising program that goes as follows:

Social Media
Flyers
Awareness Rallies

Social Media

According to Pewinternet.org, Young adults ages 18 to 29 are the most likely to use social
media fully 90% do. (Pew Research Center, 2015). This statistic claims that nearly all of our
targeted demographic uses social media. Because of these statistics, most of our focus will be
raising awareness through social media. We will be running advertisements on Facebook,
Instagram, Twitter and Tumblr. The advertisements will consist of information of our program
and where the individuals can find help near them.
Allocated Budget for Social Media: $15,000/year

Flyers

According to MeaketResearchWorld.net, Purchasing decisions of seven out of ten consumers

are influenced by flyers and leaflets (GFK, 2012) Contrary to public belief, flyers are still an
effective way of advertising. Flyers reach an audience that does not have steady access to social
media and the internet. Flyers will be posted all over campuses and popular restaurants.
Allocated Budget for Flyers: $3,000/year

Awareness Rallies

According to the Cambridge University Press, public awareness campaigns, if designed to take
into account the socio-demographics and cultural background of the target audience, can be an
effective method of improving attitudes towards conservation. (Howe, C., Obgenova, O.,
Milner-Gullard, E., 2013). Based on this information, we will have to craft an entirely custom
approach to effectively raise awareness in the local area. Extensive research has been conducted
to tailor each rally to connect and sympathize with the audience.
Allocated Budget for Awareness Rallies: $12,000/year
The Dallas Chamber of Commerce 9
February 25th, 2016
Cost Overview:

Conclusion and Authorization

Dallas Chamber of Commerce, we are here today not only as representatives of Ernst & Young,
but as representatives of our local community. All of us call Dallas home, and we urge you help
make our community a safer, and healthier place for those who may be struggling with mental
health illnesses. We are calling forth to you for support. Your funding to support this cause is the
final piece of the puzzle. Our proposal will make huge strides to improve the mental health of
our community, but it must have your approval to take place.

We believe that with your partnership, alongside Mental Health of Greater Dallas, we can
combat this epidemic and help make the Dallas area a safer place. If this program had been
implemented even one month before, Ritu and Kate could have led longer fulfilling lives.

We are asking for your support to foster the growth of future leaders. Your contribution will
make our proposal more than a sheet of paper, but rather a functioning reality. The decision rests
in your hands, and we appreciate your interest in the mental health of our young adults.

Sincerely,

Ernst and Young Associates:

Nicholas Breining
Nelson Mavares
Hussnia Saif
The Dallas Chamber of Commerce 10
February 25th, 2016
Reference Page

Bressert, S. (2013, May). Major Depressive Episode Symptoms. Retrieved April 07, 2016, from
http://psychcentral.com/disorders/major-depressive-episode-symptoms/

GFK. (2012). Market Research World. Retrieved April 07, 2016, from
http://www.marketresearchworld.net/content/view/1332/77/

Howe, C., Obgenova, O., & Milner-Gulland, E. (2013, February). Evaluating the effectiveness of
a public awareness campaign as a conservation intervention. Retrieved April 07, 2016,
from http://journals.cambridge.org/action/displayAbstract?fromPage=online

National Alliance on Mental Illness. (2014). Mental Health By the Numbers. Retrieved April 07,
2016, from https://www.nami.org/Learn-More/Mental-Health-By-the-Numbers

National Institute of Mental Health (2016, March). Depression. Retrieved April 07, 2016, from
https://www.nimh.nih.gov/health/topics/depression/index.shtml

Pew Research Center. (2015, August). Social Media Usage: 2005-2015. Retrieved April 07,
2016, from http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/

Teen Treatment Center. (2015, May). Depression Rehab. Retrieved April 07, 2016, from
https://www.teentreatmentcenter.com/lp2/depression-rehablp/?
mm_campaign=C693F42DCEF2276012C6D6B2D6B2E02C

Simply Salary. (2016, January). Average Suicide Prevention Specialist Salaries. Retrieved April
07, 2016, from http://www.simplyhired.com/salaries-k-suicide-prevention-specialist-
jobs.html

The Substance Abuse and Mental Health Services Administration. (2012). Mental Health
Findings. Retrieved April 7, 2016, from
http://www.samhsa.gov/data/sites/default/files/2k12MH_Findings/2k12MH_Findings/NS
DUHmhfr2012.html

UT Dallas Student Wellness Center. (2015, November). Suicide Prevention. Retrieved April 07,
2016, from http://www.utdallas.edu/studentwellness/suicide/