OVERVIEW

Change the Ending

Mental health and substance use can affect anyone. Rich or poor. Black or white. Young or old. Anyone. Those suffering are deserving of our compassion, empathy and support.

Advertising Strategy Creative + Brand Strategy Media Planning + Buying Public Relations Social Media Video + Photography + Motion Web Design + Dev

Change the ending poster that reads, "What came before doesn't have to control what happens next. we're here to change the ending"

Defining the challenge

Mental health and substance use are not ‘those people’ problems. We knew our campaign for Washington County must raise awareness of this fact to create an atmosphere of empathy and support to instill change for the individual and for the community.

The Solution

This campaign positions mental health and substance use issues as a result rather than a fault; after all, these are diseases and not simply a moral failing. It displays an understanding of circumstance and support for a group of people who normally do not openly speak of their past. Worthy of love and compassion, this is about recognizing the very real and horrible traumatic events that can drive mental health struggles and addiction — helping to forge an honest alignment with those in their darkest moments.

16,144

Website Sessions

626

Form In-County Form Completions

157

Users Directed to Outside Support

Radio and TV Spots

Billboard reading "(D)epressed, and then she took her own"

Billboard reading, "(h)eroin, and he overdosed and died:

Change the ending informational fact sheets.

Business cards with one side saying, "what came before doesn't have to control what's next." and the other side saying "from substance abuse to mental health -let's talk"

Let’s Work Together