Be A Mindleader: Making Mental Health Conversations Possible

Overview:
As part of 22squared's pro bono initiative with AdventHealth for Children, I served as communications strategist on a year-long project to address a critical community need. Mental health struggles start earlier than most realize - suicide is the second leading cause of death among people ages 10-34, and 50% of lifetime mental illnesses begin by age 14. Our team recognized that stigma was preventing vital conversations between children and their caregivers.

Strategic Approach

Working collaboratively with our creative and strategy teams, we developed a comprehensive communication framework to:

  1. Break down stigma around mental health conversations

  2. Give caregivers practical tools for starting difficult discussions

  3. Create community-wide visibility and support

Campaign Development

Over the course of a year, we crafted:

  • Brand identity and messaging strategy

  • Multi-channel creative concepts:

    • Social media campaign

    • Print materials

    • Digital resource hub

    • Video content

    • OOH and billboard designs

Campaign Elements

  • Print Ad

    Before kids can talk about mental health, they have to understand the foundations first. That’s why we created this mind map for you and your child to go through together. Because the more they can be open about their mental health, the more they can lead the way for others to follow.

  • Out of Home

    Grab attention offline and introduce the Be a Mind Leader Campaign.

  • Pins & Stickers

    Designed for teachers, community members, and AdventHealth employees to identify themselves as people who are open to talk with about mental health.

  • Out of Home

    Grab attention offline and introduce the Be a Mindleader Campaign.

  • Mind Map Content Series

    Content series across social, digital and print that educates on how to take care of your mind. Reaching Parents & Caregivers in their social feeds, helping them start conversations with Children (8–12).

  • Out of Home

    Connecting online experience offline.

Impact

The strength of our strategic and creative approach secured $1M in funding from Heart of Florida United Way - validating both the critical need and the effectiveness of our solution. This pro bono work evolved from a concept into a fully funded, integrated campaign that would help Central Florida families start crucial conversations about mental health.