Intro
Healthy Kids. Healthy Futures.
Valley
Children's Hospital
Platforms
- Digital
- Television
- Radio
Our Role
- Branding
- Marketing
- Digital + Social
- Public Relations
- Production Services
Project Overview
Situation
California’s Central Valley faces significant mental health challenges, with some of the highest rates of depression among teens and young adults. Not only that, but children living in poverty are 37% more likely to die by suicide than their peers in less impoverished areas, and mental and behavioral health issues are increasingly manifesting as physical ailments. In response to these alarming trends, Valley Children’s Hospital and Fresno State, two of the region’s largest employers, joined forces to improve the quality of life for families and children by addressing the disparities in mental and physical health services, aiming to close the gap in care and provide much-needed support to the vulnerable populations of the Central Valley.
Approach
AMF developed a strategic campaign with a unique brand identity, “Healthy Kids. Healthy Futures.”, that took a two-pronged approach focused on helping families educate their kids to have both healthy minds and healthy bodies. The first phase, launched during Mental Health Awareness Month, focused on mental health as a systemic issue, and the second phase, launched in the back-to-school timeframe, focused on the importance of a child’s physical well-being in playing a vital role in keeping kids healthy.
For both flights, AMF negotiated for two :90 second PSAs to run on mental and physical well-being on top broadcast outlets in English and Spanish, alongside a corresponding digital ad campaign. We also secured earned media coverage with on-air interviews of key stakeholders. Finally, we developed a web page that was created for video content, tips for parents, and a resource section for additional information and support.
Outcome
The campaign achieved significant success in generating media coverage and engaging a broad audience across multiple channels. A total of 25 earned media segments aired, reaching an impressive 540,000 viewers. Additionally, the :30 PSAs garnered 1.1 million impressions, while the social media efforts on Facebook and Instagram led to over 590,000 impressions. This widespread visibility effectively amplified the campaign’s message, reaching key demographics and increasing overall awareness.
25
earned media segments
1.6M
impressions delivered
Deliverables
TV Commercial
AMF Media Group crafted a series of emotionally resonant PSAs that brought the “Healthy Kids. Healthy Futures.” message to life. These 90-second narratives delivered a call to action through real-life imagery to be a proactive presence in your families’ mental health.
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The campaign leveraged a multi-channel strategy to reach families across the Central Valley. This integrated approach ensured the message resonated in both physical and digital spaces frequented by parents and caregivers. The creative consistently emphasized open communication between parents and teens, providing a clear call-to-action to access resources and support.
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