Intro
Take Action
California
Mental Health Services Authority
Platforms
- Digital
- Television
- Radio
- Event
Our Role
- Branding
- Marketing
- Digital + Social
- Public Relations
- Production Services
Project Overview
Situation
The California Mental Health Services Authority (CalMHSA) team supports mental health prevention initiatives across California counties through outreach and engagement efforts, in the hope of reaching individuals facing mental health challenges before they escalate, or even worse, become a significant crisis.
CalMHSA was supporting L.A. County Department of Mental Health’s (LACDMH) “Take Action” campaign, set to launch during Mental Health Awareness Month, educating the County on mental health resources and support. To further amplify the program, CalMHSA engaged AMF to implement creative updates to the “Take Action” campaign logo, refresh the messaging, promote the campaign, and support service area events (pop-up events in eight service areas).
Approach
AMF developed an integrated 360-degree creative and media campaign including TV, digital, radio, print and outdoor as well as event-specific advertising and community outreach efforts, saturating the LA market with the powerful message around mental health and wellness. The focus was to create various visual elements that promoted a sense of belonging and inclusivity, where mental health services are for everyone.
Outcome
Our strategic, integrated marketing and media efforts surpassed the original campaign goals, delivering exceptional results across multiple channels. The campaign generated over 44 million impressions through network and cable TV, more than 150 million impressions via outdoor advertising, and an additional 59 million digital impressions. These impressive numbers reflect the success of our approach in maximizing visibility, engagement, and conversions across diverse platforms.
44M+
network and cable TV impressions
150M+
outdoor advertising impressions
59M+
digital impressions
Deliverables
Sizzle Reel
AMF Media Group produced a dynamic highlight reel showcasing the campaign’s impact across Los Angeles County. The video captured the energy of community events.
Advertisement
The multi-channel advertising strategy saturated the LA market. This campaign had high visibility and relatability across the county’s varied demographics.
TV Commercial
AMF Media Group crafted a 30-second TV spot that brought the “Take Action” message to life with representation of a diverse LA market, reiterating LACDMH is committed to the communities’ mental health.
Community Engagement
The innovative Mental Health Passport Activation transformed outreach events into interactive experiences. Attendees received a “passport” to be stamped as they engaged with various mental health resources and vendors. This gamified approach not only educated participants but also incentivized them to explore multiple services, culminating in raffle entries for prizes. The activation created a welcoming, festival-like atmosphere that destigmatized mental health discussions and encouraged community-wide participation.
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