We asked to create a public awareness campaign focused on reducing shame and stigma around behavioral health in MA.

In particular, we wanted to make it easier to start a conversation about behavioral health by building empathy and hope while reducing isolation. Starting the conversation gets to the root cause of stigma and normalizes behavioral health, making it relatable and easy to talk about with each other.

We used a very simple statement ‘There could be more to the story’, people-centric executions, and actionable, clear conversation starter CTA across media.