Marketing:
Connecting Students and Families to Mental Health Resources
About This Project
As the Fractional Marketing Director, I led the development and launch of a district-wide mental health awareness campaign for a large public education client. Funded through federal relief resources, the initiative spanned the 2023-2024 academic year and aimed to connect students, families, and staff with essential wellness services.
The Client
A mid-sized public school district serving a diverse student and family population (name withheld for confidentiality).
The Services
Marketing Campaign Strategy
Creative Development
Media Planning & Buying
Digital
The Opportunity
After several challenging years, the district saw rising demand for accessible mental health support. They needed a campaign that could normalize conversations around emotional wellbeing and inspire students and families to seek help - without sounding clinical or forced.
The Solution
We developed a bold, hope-driven campaign concept that positioned mental health as a shared community responsibility. My team and I:
Crafted the campaign identity and messaging framework to feel authentic, positive, and human.
Produced creative assets across print, digital, video, and on-campus environments.
Deployed a multi-channel rollout including microsite, social campaigns, and campus visuals to drive engagement.
Partnered with internal teams to train staff and align messaging across communication channels.
The Reward
Campaign awareness grew steadily among students, families and staff. Utilization of support-services increased.
Notable output metrics:
Hundreds of posters and floor vinyls deployed across elementary and secondary campuses.
Eight large wall clings installed across multiple campuses.
Over 1,000 window clings distributed.
2,000+ brochures and 2,000+ flyers printed.
50,000 buttons and 50,000 stickers produced.
500 door-hangers and 50,000 crisis-line cards distributed.
10 large pole banners deployed.
Key outcome metrics:
68 text-line conversations via the 24/7 crisis line.
124 home visits by the district’s wellness-team.
359 in-school consultations by the wellness-team.
636 total referral-cases (calls, emails, texts) handled; 268 booked appointments.
1,093 logged hours of direct care support (calls/emails/texts).
39,905 total communications (calls, emails, texts) via the referral-service system.