American Psychiatric Association Foundation You Make the Call
There's no denying that the nation is in the midst of a mental health crisis -- as well as in critical shortage of psychiatrists. While there's been progress in dispelling stigma around treatment, far too folks are actually seeking out care for themselves. That's in part because the first step to treatment is a confusing one. The APAF tasked our team with making the mental health journey feel safe, empowering, and providing various entry points to treatment in order to lift the burden on APA members. To do so, we led with a clear, direct imperative: You Make the Call. We created a surround sound campaign for both English and Spanish speakers, disrupting a culture of passive self-help and providing diverse resources, support, condition-specific personal storytelling, and ultimately pathways to finding the mental health care that Americans so deserve.
There's no denying that the nation is in the midst of a mental health crisis -- as well as in critical shortage of psychiatrists. While there's been progress in dispelling stigma around treatment, far too folks are actually seeking out care for themselves. That's in part because the first step to treatment is a confusing one. The APAF tasked our team with making the mental health journey feel safe, empowering, and providing various entry points to treatment in order to lift the burden on APA members. To do so, we led with a clear, direct imperative: You Make the Call. We created a surround sound campaign for both English and Spanish speakers, disrupting a culture of passive self-help and providing diverse resources, support, condition-specific personal storytelling, and ultimately pathways to finding the mental health care that Americans so deserve.
The Results
PSA garnered 242 million impressions in its first year
over 58 million paid social impressions in 3 months since launch
114 million social impressions in first 3 months since launch
54k website visits in first 3 months since launch
PSA garnered 242 million impressions in its first year
over 58 million paid social impressions in 3 months since launch
114 million social impressions in first 3 months since launch
54k website visits in first 3 months since launch
Recognition
Bronze - Anthem Awards Health Awareness - 2024 Bronze - Anthem Awards Health Community Engagement - 2024
Bronze - Anthem Awards Health Awareness - 2024 Bronze - Anthem Awards Health Community Engagement - 2024
Associate Creative Director, Copy: Jules Herrick,
Creative Directors: Kim Sheffield-Chang (copy), Karen Keane (art)
Creative Directors: Kim Sheffield-Chang (copy), Karen Keane (art)