Intro
Real Talk
Roots
Community Health
Platforms
- Digital
- Television
- Radio
Our Role
- Branding
- Marketing
- Digital + Social
- Public Relations
- Production Services
Project Overview
Situation
Mental health awareness and education in African American communities have been fueled by negative stigmas, racial discrimination, and a lack of equitable access to resources and services. Overcoming these challenges is key to successfully promoting the value of counseling and related services available to African Americans and their families.
Approach
AMF created a mental health awareness campaign to help normalize mental wellness, eradicate the negative stigma of help-seeking behavior, promote conversations, and encourage vulnerability within the communities Rooots serves.
Through a “reality-based” tone that speaks to how young people really feel when faced with mental health challenges, the campaign kept “real-talk” real, defined the need for mental health services, and galvanized the value of support.
A comprehensive, geo-targeted media mix was deployed. The marketing campaign included PSAs, radio ads, digital and social media ads, out-of-home billboards, and across BART metro station posters. The cross-channel integration ensured complete saturation of Alameda County and Santa Clara County in a cost-efficient way.
Outcome
This innovative campaign made significant strides in bridging the gap between African American communities and vital mental health resources. By fostering open dialogue around mental wellness and highlighting accessible support services, AMF and Roots Community Health helped reduce stigma and promote healthier mental health outcomes in underserved populations.
The campaign’s impact was evident, generating 35.6 million impressions, resulting in a 116% increase in website traffic and a 172% rise in new users. These results demonstrate the campaign’s success in raising awareness, connecting more individuals to crucial mental health support, and creating lasting change in the community.
35.6M
impressions delivered
116%
increase in web traffic
172%
rise in new users
Deliverables
Commercial
AMF Media Group produced a compelling TV spot that visually represented the journey from solitude to support. The campaign leveraged powerful visual metaphors to illustrate the isolating nature of mental health struggles and the importance of open dialogue – a powerful depiction of the healing effect of seeking support.
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The campaign deployed a youth-centric strategy, heavily leveraging digital platforms and strategic out-of-home placements. This multi-channel approach ensured the message penetrated spaces where young people naturally gather and engage, both online and in the physical world.
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