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Special Project

Special Project
From the 16th Annual Shorty Awards

The Society of Valued Minds

Finalist in Social Good Campaign, Pharma & Healthcare

Entered in Instagram Presence


The Society of Valued Minds (SoVM) was created to help 18- to 24-year-olds reclaim their lives from mental illness through the power of self-expression and community. By featuring educational, inspirational, and society-generated content, as well as collaborating with grassroots mental health advocacy organizations, SoVM set out to create a supportive space to fight mental health stigma and show the world the value of every mind.

Strategy and Execution

Our plan began with the ambition to combine the theme of mental health with the healing power of self-expression. Taking inspiration from streetwear culture, we set out to make mental health support cool.

To inspire and engage a hard-to-reach audience, we needed to create work that 18- to 24-year-olds would be proud to follow and share with the world. For a generation seeking connection, we needed to build a society they could belong to. After building a design system to build consistency with the SoVM brand, we began creating four categories of content for the page:

INTRODUCE: Use the power of design + our unique voice to build SoVM

INSPIRE: Leverage influencers who blend creativity + mental health to show the world that minds affected by mental health conditions have value

INFORM: Elevate understanding and build empathy within the mental health community through educational content

CONNECT: Activate a community of advocates through SWAG giveaways, UGC content, and advocacy partnerships

We then kicked off the Society with the help of a select group of influencers living with self-disclosed mental health conditions. This "influencer-of-the-week" model was crucial to bring a human element to SoVM and get the ball rolling. As the account grew, we developed a UGC framework, asking for SoVM members to submit their own content to be featured on the page. Now, we don't heavily rely on influencers; our Society members are eager to share their mental health journeys with us through their own forms of self-expression.

To connect with new and existing Society members on the platforms they prefer, we launched TikTok and Threads accounts for SoVM in 2023. With content that leverages trending sounds and formats to seamlessly blend with user’s feeds, these platforms are exciting additions to the SoVM ecosystem.


In 2023, we have achieved impressive Instagram results connecting us with our audience, including:

As well as additional efforts with influencers, collaborators, and like-minded organizations:

Most importantly, we have engaged in authentic and genuine conversations with our 16k followers through DMs. We have had open, honest conversations about their mental health, providing resources, connection, and a shoulder to lean on for those in need. With each new member, each collaboration, and each resource in the hands of someone who needs it, we deliver more on our promise of showing the world the value of every mind.


Video for The Society of Valued Minds

Entrant Company / Organization Name

minds + assembly, Otsuka America Pharmaceutical, Inc.


Entry Credits