Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The regular entry deadline is on February 10th, 2022.

Children's Institute You Good? Campaign

Entered in Social Good Campaign

Objective

You Good? That's the question we ask when we reach out to a friend, co-worker, or neighbor. So that's where we started. The You Good? campaign is working to shift perceptions around mental health by breaking the cycle of trauma through mental health services and self-care. Swell created the campaign––in partnership with Children’s Institute, Inc. (CII), the Los Angeles County Department of Mental Health, and a local coalition of organizations and residents. This awareness campaign serves as an invitation to prioritize mental health and self-care, educating visitors on the sources and symptoms of trauma. The main goal is to empower community members to break the cycle of trauma by streamlining supportive services, resources, engagement, and connection.

Strategy

You Good? is shifting mental health perceptions in marginalized communities of color. Trust is hard won and easily lost, particularly when addressing a topic as sensitive and personal as mental health. It soon became clear that in order for the campaign to be successful, Swell would need to work in close partnership with local residents and organizations to reflect a campaign that was made by the community and for the community. Given the importance of community authenticity, Swell conducted a series of focus groups with multi-generational community members to determine the appropriate branding and landed on a focus of relatability, sincerity, and respect. We determined that all content would be bilingual and focus on “us” statements. Video and photography featured local community members to personalize the message and build trust, and focuses on a celebration of interpersonal relationships. These themes of representation and connection continued throughout the video production process, as we worked with local care providers to share their personal history in the community and how they work in partnership with children and families. In considering the multi-generational approach to the campaign, Swell decided to focus on multiple social media platforms, including TikTok and Instagram, to share short, entertaining content for all ages featuring practical ways to improve mental health and practice self-care. Our visually captivating posts leverage graphics, short animations, exercises, videos, and affirmations which mirror and increase engagement with the tools and resources available through the website.

Results

Swell’s paid promotion plan brought visibility, awareness, and engagement to the You Good? Campaign by meeting residents in South LA where they are both digitally and outside their homes. With a goal of 10 million impressions across all placements, we focused on a marketing mix including wild postings (street-level advertising), local newspapers, billboards, Twitter, TikTok, Facebook, Instagram, and Google Display ads. Swell also secured local artists to create murals across South LA about the campaign, raising buzz and awareness. Artists were provided postcard handouts with a contact number, QR code, and social media handles leading passersby to You Good? tools and resources.

Media

Entrant Company / Organization Name

Swell Creative Group, Children's Institute Inc.

Links