Case Study: Mental Health Awareness Campaign

The Challenge

Mental health remains one of the most stigmatized areas of healthcare, particularly in rural, underserved communities. Grace Health needed to increase awareness of its behavioral health services during two key awareness months: Mental Health Month (May) and Suicide Prevention Month (September). The goal was to move beyond “clinical” messaging and create a human connection that encouraged people to seek help before a crisis occurred.

The Strategy: Authentic Storytelling & Community Presence

I leveraged a “people-first” content strategy that prioritized authentic representation over stock imagery.

Custom Visual Identity (Canva Pro & Original Photography): I moved beyond standard healthcare graphics by developing a unique visual brand for these initiatives. Using Canva Pro, I created a custom set of data-driven images that humanized suicide statistics and designed a bespoke infographic for the employee-facing internal site to ensure the mission was understood from the inside out. This was paired with stock and original photography to create a cohesive, professional aesthetic across all digital and physical touchpoints.

Platform-Specific Optimization: I tailored messaging for different demographics—focusing on LinkedIn for professional stakeholders and community partners, while using Meta (Facebook/Instagram) for direct patient engagement and stigma reduction.

The Veterans Classic – A Mission-Themed Transformation: I successfully pivoted a long-standing community tradition—the Grace Health Veterans Classic football game—to also be a high-impact Suicide Prevention Awareness event. This strategic shift included:
- Purpose-Driven Apparel: I designed custom event shirts featuring a “pro-mental health” message on the back—a first for this tradition. These were distributed to veterans, athletes, coaches, and school administrators, as well as Grace Health clinical and event staff, turning every participant into a brand ambassador for mental wellness.
- Incentivized Advocacy: To drive visual awareness, I drafted game announcements and offered prize incentives for fans wearing suicide awareness colors (teal and purple), including high-value items like a Nintendo Switch and Kindle Paperwhite.
- On-the-Ground Resource Distribution: Beyond giving away hundreds of themed items (bracelets, pens, sunglasses), I coordinated with clinical providers to present awards and engage with the public.
- Direct Crisis Intervention: A pivotal moment occurred when a local educator sought resources for a student in crisis. Having pre-staged “goody bags” containing suicide warning signs and emergency contact cards allowed for an immediate response. I subsequently facilitated the delivery of two bulk shipments of these life-saving resources to her classroom, directly supporting a school community reeling from recent losses.