Mental Health Coalition

Mental Health Coalition leveraged partnership ads to destigmatize mental health across cultures.

The Mental Health Coalition recognized BIPOC Mental Health Awareness Month by increasing mental health awareness and education with diverse creators on Instagram and Facebook.

Challenge

As the pandemic entered its second year, research showed that recent conditions had exacerbated mental health challenges for Americans, disproportionately women and people of color. BIPOC Mental Health Awareness Month is a U.S. cultural moment recognized every July and designed to bring awareness to the unique mental health struggles and racial trauma that people of color face. The Mental Health Coalition partnered with a diverse set of partners to co-create content during the month, scaling access to expert resources on Facebook and Instagram.

Solutions and Tools

Using Meta’s advertising tools, they worked with mental health experts to outline four messages consisting of relevant historical context and tips to cultural demographics in the United States. The Mental Health Coalition delivered these messages in partnership with creators (experts and community leaders) representing their four primary audiences - Asian American and Pacific Islanders, Black Americans, Indigenous peoples, and Latin American communities.

The Meta Brand Lift Study provided The Mental Health Coalition with actionable insights into how the audience reacted to the campaigns by directly comparing poll responses between people exposed to their mental health ads and those who were not. The study demonstrated that the organization’s messages were positively correlated (a statistical significance >90%) with increased likelihood to use, and knowledge of, culturally relevant practices to support their mental health, in comparison with groups that did not receive the ads.

Results and Impact

Over 18M people saw content from this campaign, with an average frequency of 4.48. Notably, The Mental Health Coalition delivered a statistically significant +4.3pt lift increase in Standard Ad Recall, as well as a +2.6pt lift increase in likelihood to use culturally relevant practices after seeing content featuring the coalition experts. Additionally, both types of creators (experts and community leaders) succeeded in driving statistically significant lift (+3.8pt and +2.2pt, respectively) for increasing knowledge of where to find culturally relevant mental health practices.

Learnings

• Building time to develop relationships across a diverse set of creators is particularly valuable. The Mental Health Coalition invested effort to ensure representation from both experts and community leaders from various cultural groups. Both types of creators drove brand awareness.
• Some of the most successful creative from the campaign were vertical videos that allowed viewers to immerse themselves in the recommended practices from both experts and community leaders. The videos featured clear call-to-actions paired with captions that highlighted key points from the audio.