Metropolitan Group was contracted to create, launch and evaluate a multi-year statewide campaign in Illinois to promote good mental health for everyone. The campaign was specifically intended to address the needs of multicultural audiences, including Latino communities, in which the stigma of mental illnesses and barriers to mental health services remain high.
The campaign’s strategic approach was designed by MG to reframe mental health as a core component of overall health and wellness; create both real and “virtual” contact opportunities through which people can interact with one another and raise the subject with people they trust; and transmit reliable, valued and culturally appropriate information on how to promote and invest in mental health in both children and adults, how to recognize and address challenges, and where to seek further information, support or treatment.
The campaign’s brand name (Dilo en voz alta or Say it out loud), messages and creative concepts were extensively tested with priority audiences, including groups conducted with Spanish mental health consumers and the general public.
MG combined mass media communication through ad placements and media coverage with direct outreach through community-based organizations and grasstops influencers including Latino churches, which were provided with messaging to include in Sunday sermons, ads and short articles for placement in church bulletins, and more.
Evaluation of the campaign conducted via an online survey with statewide respondents showed that individuals exposed to the campaign were measurably more likely to ask for help from someone they trust, to offer help to someone they care about, and to visit a website for information on how to promote good mental health.