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.
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?
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.
Of the five options, “Okay to Say” was unanimously approved by the greater organization.
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.
Our research involved:
From this research, we developed:
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.
[HOPEFULLY, SOME WAY TO CONVEY GRAPHICALLY]
Name + Brand Identity
Website + Social
Print + Events
Are you community-focused, cause-driven, and need help communicating your “Why”?
We should talk.