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MORE was asked to partner with MBHP, the MA Department of Mental Health, and MassHealth to achieve an ambitious goal: change peoples’ behavior when they’re experiencing a mental health crisis. Instead of people visiting the Emergency Room during crisis, the Near Me campaign encouraged them to seek specialized services available at their local Community Behavioral Health Center (CBHC).

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CBHCs are a core part of the state’s Roadmap for Behavioral Health Reform, a big-picture initiative dedicated to ensuring streamlined, accessible mental health care for all residents. Offered in lockstep with the Behavioral Health Help Line (for which MORE also created a campaign), the Near Me campaign leveraged a familiar digital framework to target young adults, teens, and their parents, and drive maximum impact.

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Leveraging critical audience insight and behavior change psychology, the MORE team knew that to be successful, this campaign couldn’t only make people think—it also had to make people feel. MORE created over 300 unique creative assets in eight languages, a bespoke approach that ensured people felt seen, heard, and informed to get the help they need, when and where they need it.