Independence Blue Cross
Knowing our minds.
One in five Americans lives with a mental health condition. It’s our honor to partner with one of our region’s anchors and one of the nation’s most progressive health insurers to provide the public with relevant information about mental health. From partnering with the City of Philadelphia during the pandemic, to surfacing the unique voices of our region’s mental health providers, to providing a platform for diverse communities to share their stories, we are making mental health a part of everyday conversations.
what we did
Branding + positioning
Content + partnership strategy
Media placement + management
In times of crisis, people living with mental illness and those who care for them face additional challenges. That’s why we helped Independence Blue Cross, the City of Philadelphia and other partners come together around a campaign to destigmatize seeking mental health help and be “#mindPHL together.” Through a website offering information about free, public mental health resources, and print, outdoor, and digital advertising, we reached unprecedented audiences in Philadelphia and beyond. Social media stories and influencer efforts alone generated 93 million impressions. Calls to the City’s hotlines and visits to its mental health website increased, and the City and partners continue the #mindPHL conversation.
Access to Mental Health Care and Resources
Building on the award-winning #mindPHL campaign, we created Know Your Mind, a multi-platform campaign harnessing the expertise of diverse local mental health professionals to share insights into anxiety and depression, as well as tips for self-care and finding help. Through local media partnerships, this Spanish and English-language campaign reached 75% of adults in our market with needed information and hope in a single season.
social media engagement rate