Situation: There’s a rising, worldwide recognition that mental health is important. Mental Health Awareness Month was an amazing first step to amplify and normalize the conversation. But conversation isn’t doing enough to make real impact.

Brief: What’s our social-by-design, press-worthy activation that encourages people to address their mental health?

Objective: Leverage the Mental Health Awareness Month conversation to increase mental health action-taking & advocacy

FROM AWARENESS TO ACTION. With research showing that the biggest barriers to entry were 1. The fear of judgment and 2. Now knowing where to go for help, our strategy was to create a national moment that would give people the permission structure to reach out, find support, share experiences, and advocate for others. And thus, get over these barriers. We wanted to not only make taking action feel empowering, but make people feel FOMO (the “fear of missing out”) for not addressing their mental health.

An independent research study found:

- That among viewers familiar with the Mental Health is Health campaign 85% were impacted by the MHIH Campaign Executions in some way, and 81% took some sort of action after viewing content.

- That among P15-29, with only being out in the world for 1 month - that Mental Health Is Health was the second most recognized Mental Health campaign.

- That perceptions around the importance and relatability of mental health dramatically rose after the launch of the campaign.

Source: Custom Research with MarketCast, April 20 – 30, 2021 (Pre) and June 11– 18, 2021 (Post), n=1800 P15-49.

Traffic to the MentalHealthisHealth.us site - rose by 1900% within three weeks after launch.

On Mental Health Action Day Alone:

- Trended on Twitter

- Garnered 620M views on GIPHY, 195.7M views on TikTok,

- Had 320M Public Engagements

- Received more than 1700+ Press Hits.

On May 20, over 1.4K partners came together to encourage shifting mental health awareness to action. MTVE’s portfolio generated >500 posts, leading to 36M impressions & 11.6M views. #MentalHealthAction trended across social media, reaching >195.7M views on TikTok & 320M engagements across platforms.