Mental Health America

Advertising
Research
Art Direction
Print Design
Social Media
Copywriting

Mental Health America "is driven by [their] commitment to promote mental health as a critical part of overall wellness, including prevention for all, early identification and intervention for those at risk, integrated health, behavioral health, and other services for those who need them, and recovery as a goal." 

Problem

Mental health can be taboo amongst parents and guardians. This silence is they very thing that keeps young, struggling children from speaking up and seeking help. Without parents and guardians that understand or talk about mental illnesses, struggling youths are left to deal with their illnesses on their own.

Target Audience

 

This ad campaign aims to reach parents and guardians in the 30-50 age range with children in the 5-16 year old range that have noticed something isn't quite right with their child. Just as mental illnesses do not discriminate against class or region, neither will the campaign.

 
 

Design Solution

 
 
 

PRINT

Print ads will appear in magazines that parents and guardians are most likely to subscribe to, including those pertaining to the household, parenting, cooking, and other lifestyle activities. The campaign will especially push around the fall and winter, when children are being faced with back to school stressors and the onset of weather decline in some regions. 

 
 
 

Social Experience

Social media is drowning in heavy content that can make it difficult for ads like this to stand out. The campaign will opt for a more positive outreach online, aiming to tell the end of the story that the print ads set up. Posts should highlight the possible outcome of "starting the conversation," or simply using and browsing about the other resources on Mental Health America's website.

 
 

Result

The striking imagery and call to action of these ads will prompt concerned parents and guardians to go to the website for more information. Once they have the information they need, they will be able to foster an accepting and understanding environment for their child, and even further, be more equipped to start conversation, wherever it might lead. Generations to come will be more accurately educated and treated, for a more accepting, healthy, and thriving future.  

Photography by Julia Prisaznuk