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Project Insight: Applying Our Minds to a Mental Health Awareness Campaign


How do you turn a taboo topic into everyday conversation?

Despite the fact that mental health issues are fairly common among teens, they don’t tend to discuss it with their peers. OnCare, Onondaga County and the Syracuse City School District wanted to change that with a campaign aimed at about 20,000 middle and high schoolers.

ABC developed a challenge designed to remove the stigma around mental health, using a simple question as a conversation starter. The three-step challenge encouraged students to ask a friend or classmate “You Good?” once a week, listen to their response and check back in later.

Designers developed a contemporary logo to resonate with the younger audience, incorporating it into several multimedia assets, including banners, posters, stickers, magnets, enamel pins and T-shirts. Graphics and video explained the challenge on social media.

Everything drives youth to the You Good? web page, which includes recommended conversation starters and links to mental health resources.

About The Author

A journalist by trade, Shane tells stories that connect brands with target audiences and inspire them to act. He’s a writer, not a copy machine, and that approach brings exceptional content to every print or digital piece he pens.

Shane taps into his past as a reporter and editor to develop clear messages that resonate in every medium, be it blog or brochure, sponsored content or script.

Daily newspapers developed a habit for idea generation, attention to detail and knack for question-asking. His background as a magazine and web editor keeps client communications grammatically sound and effective.

Shane’s word-based deliverables range from long-form features to concise digital copy to persuasive prose. He’s been on both sides of the PR pitch and puts some muscle behind ABC’s media relations.