MENtal Notes
THE CLIENT
Riverside Community Care and Massachusetts Department of Public Health’s Suicide Prevention Program
THE CHARGE
Help men struggling with thoughts of suicide recognize their need for support and gain access to services.
THE CHANGE
A 1,500% increase in screening tool responses, the first step to accessing care.
- Engagement
- Multi-Channel Digital Campaign
- Awareness
20,962 paid media (Facebook) clicks
5,885 website visits
576 screenings in 60 days, up from an average of
18 per month
Powered by People
Across the country, males make up 49% of the population but nearly 80% of suicides. Men who struggle must overcome not only depression, but also the societal expectation that men aren’t manly if they have to ask for help. This campaign was designed to reach Massachusetts working-aged men by leveraging empathy, compassion, and community.
Powered by Mission
MassMen asked MORE to create a campaign that prompted men in Massachusetts to take a self-screener that could identify whether they needed to seek help for mental health challenges. To meet that charge, we created MENtal Notes, a comprehensive, multichannel campaign centered around quotes from men in order to reduce stigma and spur action.
Powered by MORE
At MORE, change powers us. We used our signature creative process—MORPHSM—Discover Change, Develop Change, Deploy Change—to bring MENtal Notes to life. We began with in-depth quantitative and qualitative research, used those findings as the keystone to campaign concepting and development, and then crafted powerful assets.