TAKE ACTION:
CALIFORNIA MENTAL HEALTH
Client
ROLE
AGENCY
When people experience mental health challenges, or see a friend or family member struggling, they often want to make things better but don’t know how. Civilian was contracted by the California Mental Health Services Authority (CalMHSA) to design a statewide social marketing campaign that can be adapted at the local level to help individuals understand their options, provide hope that life can get better, and make it easier to get the appropriate services and support they need. The ultimate goals of the campaign are to reduce mental health stigma, increase help-seeking behavior, prevent suicide, and increase access to mental health care for all Californians.
Between the campaign launch in December 2021 and November 2022, the campaign has already achieved the following results:
The website garnered more than 233,000 unique page views and 126,000 new users and continues to grow.
More than 488,000 materials and green ribbons were sent out
to 46 counties for May is Mental Health Matters Month.Earned media resulted in 32 articles, with coverage in 16 California counties, for the equivalent of more than $1.6 million
in media coverage.The influencer campaign with Queer Eye’s Karamo Brown resulted in more than one million impressions, including social and two broadcast television appearances.
Paid media efforts (social, paid and organic media) generated more than 11 million impressions, 69,000 clicks, and 40,000 website sessions. The click-through rate for each was consistently above industry benchmarks.
