Hennepin County
See Mental Health.
Removing stigmas to
promote mental health
Art Direction
Photography/Videography
Media Buying
Research
Mental health in Hennepin County was declining. In the months following the onset of the COVID-19 pandemic, the number of people reporting symptoms of anxiety or depression disorders quadrupled, and suicide became the state’s second-leading cause of death among younger adults. Hennepin County needed a campaign to increase overall mental health literacy.
Challenge
Hennepin County needed a campaign and communication strategy that authentically connected with the community. Everyone faces mental health and wellbeing needs, but most people (particularly audiences who are most vulnerable) don’t seek and receive care due to significant challenges and barriers. Studies say that after symptoms appear, it takes about 10 years for a person to seek behavioral health care.
Insight
Through extensive research, Metre was able to unearth many insights into the reasons why various demographics were hesitant to reach out for help when experiencing mental distress. Messaging would need to be authentic with an honest, revealing, and empathetic tone, while also being specific in order to connect individuals with resources in their communities.
Solution
Metre developed a communication strategy that prioritized reaching youth, veterans, seniors, and communities of color. The campaign reached community members in a way that elevated the conversation on mental wellbeing and facilitated connections among residents and trusted resources for mental health support and care.
