Okay to Say

Normalizing Mental Health Conversations

Texas State of Mind (TSOM), as an initiative of the Meadows Mental Health Policy Institute, wanted to build a social media campaign and interactive website to encourage those struggling with mental health issues to speak out.

Links: https://www.okaytosay.org/

Project Type: Branding, Case Study, Digital, Promotion
Tools: Analytics, Campaign, Digital Media, Strategy, Website

What We Found: Research and Strategy

The Question

How could Texas State of Mind (TSOM)address the stigma around mental health issues? How could we encourage people to open up? By fighting the fear of speaking out, could we make it easier to seek help, and convince legislators and decision-makers how desperate the situation is?

The Answer

A public-facing campaign, with a unique name and identity, could begin to foster open sharing and compiling stories. From the safety of anonymity, people could engage or simply observe the conversation. Either action allowed TSOM to collect valuable data about the scope and depth of the problem. We even gathered personal stories and endorsements from celebrities like Emmitt Smith, Mark Cuban, Jose Altuve, and Marlen Esparza to show how extensive mental health issues are.

The Execution

Develop and monitor a 120-day social media campaign
Launch an interactive website that allowed people to share their name in solidarity or share a personal story (anonymously, if they so choose).
Conduct user surveys to adjust and improve in real-time
Create a Partner Toolkit

What We Heard: Name, Branding, Identity

Name

Of the five options, “Okay to Say” was unanimously approved by the greater organization.

Logo

We knew the logo needed to communicate to all audience types. Across age groups, cultures, genders, professions, the logo needed to be simple enough to appeal to millions.

Brand

Our research involved:

Consulting mental health professionals
Consulting teachers and childhood program developers
Extensive color theory to elicit the best response
Catering word choice to our various audiences
Evaluating existing stigma campaigns, mental health care, and resource providers
Gathering statistics on how mental health issues impact Texans

From this research, we developed:

Comprehensive voice and tone
Bilingual messaging
State-wide audience personas
Cross cultural color palette
Photography guidelines
Affiliate brand and promotional guidelines
Digital ecosystem strategy

What We Did: Assets

Website

Social Presence

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Highlight

Partner Toolkits and Events

Connecting with various partners was a vital component of this campaign. Perhaps the most exciting is Wezmore, an organization that visits elementary schools and uses songs, skits, and interactive games to develop an awareness of emotions and healthy reactions. We developed a set of materials that could be used by Wezmore and any other partners to promote our common cause. These toolkits included posters, flyers, videos, statistical infographics, and messaging points for press releases

All materials served to co-promote brands, maintain age-appropriateness, and provide resources for parents and teachers.

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What We Accomplished: Results

[HOPEFULLY, SOME WAY TO CONVEY GRAPHICALLY]

By the Numbers

Name + Brand Identity

Involved 15 stakeholders and 6 mental health providers and educators
Messaging reached more than 250 counties

Website + Social

Designed and built over 120 days
Involving 20 in-person users for testing, 300 survey participants post-launch
Social media followers topped 5,000 in the first 90 days, and 10,000 after 5 months
Site engagement (sign-ups) at 10,000 by 150 days post-launch

Print + Events

Grew partnership engagements to 73
Extended the Wezmore/Okay to Say tour to cover 54 elementary schools

Are you community-focused, cause-driven, and need help communicating your “Why”?

We should talk.