Mental Health Awareness Month
988 was the new kid in town.
Oklahoma’s mental health lifeline needed to make more Oklahomans aware of it. Enter: Mental Health Awareness Month.
No one wants to talk about mental health.
Stigma and fear of looking weak or weird keeps Oklahomans from talking openly about their struggles. Or worse, it keeps them from seeking help at all.
Start the conversation with self care.
Building on 988’s colorful, hopeful brand, ICG mapped out a 31-days self care calendar with a coordinating schedule of social content. From memes to artist collaborations to informational carousels, goal numero uno was content people actually wanted to engage with and share.
Oklahoma Department of Mental Health & Substance Abuse Services
249.4%
Increase in Followers
394.5%
Increase in Impressions
234%
Increase in organic engagements
136
Pieces of Content
15
Collaborations
