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Blue Cross Blue Shield Association - Youth Mental Health

Blue Cross Blue Shield Association
Blue Cross Blue Shield Association - Youth Mental Health by Blue Cross Blue Shield Association

credits

Title
  • Blue Cross Blue Shield Association - Youth Mental Health
Entrant
  • Blue Cross Blue Shield Association

About This Project

Summary

Our 2024 Youth Mental Health campaign was designed to raise awareness with parents and inform though leaders in Washington that Blue Cross Blue Shield companies are committed to helping heal America's youth by increasing access to mental health services. Kids speak directly to kids letting them know that there is help, there is hope and the first step is to tell someone. This video lands on in depth stories on our website and policy recommendations for influencers in Washington DC.

Goals & Objectives

This campaign included several perspectives including Parents, Plans, Kids and Providers to raise awareness around innovative ways to diversify the workforce and increase access. By hearing directly from kids, we targeted America's youth to let them know they are not alone.

Results & Impact

This was a multi-platform campaign including owned and paid. Netflix, Hulu and Disney+, carried an average completion rate of 95% and exceeding our frequency goal by 40%. We saw click-through rates more than double the industry benchmark. This message resonated!

the team

Miriam Doan
  • Producer/Director
  • Blue Cross Blue Shield Association
Ben Reed
  • Director of Photography
  • Depth Media
Anna Matras
  • Executive Director, Creative and Digital
  • Blue Cross Blue Shield Association
Josh Wilson
  • Executive Director, External Relations
  • Blue Cross Blue Shield Association
Kristin Gourlay
  • Lead Writer
  • Blue Cross Blue Shield Association