Texas HHS Turn To
Guided Texans toward reconnection and healthy coping – helping them turn from substance use and turn to one another.
Creative direction and strategy. Concept and Copy. Production direction. Media consult.
During the height of the pandemic in 2020, CDC research found that 40.9% of survey respondents reported struggling with mental health, including 13.3% who reported starting or increasing substance use to cope with stress or emotions related to COVID-19. In turn, we created, launched and managed a statewide campaign designed to reach all Texans, but especially those Texans who have been historically underserved and disproportionately affected.
Launched in late 2022, the Turn To campaign seeks to reduce stigma associated with mental health and substance concerns and, in turn, guide Texans toward reconnection and healthier ways to manage difficult situations and emotions. Ultimately, this early prevention campaign showcases the importance of connection and community, and helping connect Texas with information, resources and healthier alternatives.
In turn, the campaign made an impact:
Creative direction and strategy. Concept and Copy. Production direction. Media consult.
During the height of the pandemic in 2020, CDC research found that 40.9% of survey respondents reported struggling with mental health, including 13.3% who reported starting or increasing substance use to cope with stress or emotions related to COVID-19. In turn, we created, launched and managed a statewide campaign designed to reach all Texans, but especially those Texans who have been historically underserved and disproportionately affected.
Launched in late 2022, the Turn To campaign seeks to reduce stigma associated with mental health and substance concerns and, in turn, guide Texans toward reconnection and healthier ways to manage difficult situations and emotions. Ultimately, this early prevention campaign showcases the importance of connection and community, and helping connect Texas with information, resources and healthier alternatives.
In turn, the campaign made an impact:
- Securing more than 855 million paid media impressions (via digital, social, print, out-of-home, radio, TV and streaming) in Texas reaching 99% of our target audiences.
- Generating nearly 478,000 clicks from digital and paid social advertising resulting in more than 1.91 million website actions (e.g., users visiting multiple pages for information/resources).
- Garnering more than 1.58 million paid social engagements (e.g., likes, shares, reactions, etc.) via Facebook and Instagram.
- Achieving a recall rate as high as 29.3% with 66% to 73% of survey respondents indicating the Turn To campaign ads prompt actions ranging from talking with someone about mental health struggles to visiting the website.
