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PROVIDENCE HEALTH SYSTEM
Multicultural Campaign, Community Outreach, Social Media, Influencer Marketing, Web Design, Paid Media, Events
Reducing stigma around mental health by encouraging low-income Hispanic and Vietnamese moms to Promise to Talk about mental health with their families.
Challenge
The Challenge
Reducing stigma around the topic of mental health can dramatically increase the chances of someone getting help. This campaign targets low-income Hispanic and Vietnamese moms, encouraging them to Promise to Talk about mental health with their families. Talking can be the first step for someone who needs help. Within
Hispanic and Asian communities, research shows cultural barriers exist that discourage talking about feelings. To reduce these barriers, we ran a robust social mediprogram—paid and organic—accompanied by a multi-faceted influencer activation and outreach strategy to reach community members in numerous places. We alslaunched the Green Bench OC campaign, which acts as a physical representation of the importance of mental health conversations.
The Solution
The campaign has delivered strong results that outpaced all objectives. In a countywide online poll, unaided awareness of our campaign increased 7% among Spanispeakers and 9% among Vietnamese speakers. Additionally, 4% more people answered YES to the question, “Have you spoken with anyone about a mental health
concern in the past year?” Through our Green Bench OC campaign, we have painted more than 25 lime green benches across Orange County, collaborating with
community partners to paint benches and increase awareness about the importance of taking care of our minds and bodies.
By the Numbers
• 16% total increase in unaided awareness among Spanish and Vietnamese Speakers
• 25+ lime green benches painted around Orange County
• 26,042 promises made to talk about mental health
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