Making workplace mental health resources accessible to everyone

Assignment: Transform the consumer-facing “Love, Your Mind” campaign (from Huntsman Mental Health Institute and Ad Council) into a customizable employer guide and resource kit for managers and HR leaders.

Challenge: While many corporate leaders care about their teams’ mental health, it’s not necessarily the first priority on their everyday task lists. Managing AI expansions and digital transformations, recalculating budgets, lowering expenses, and adjusting to the constantly shifting economy tend to take up a disproportionate amount of their time. Our survey of over 200 HR representatives in Health Action Alliance’s employer network confirmed this — and also highlighted the reality that no matter how helpful a resource may be, if it’s not easy to implement, it won’t ever see the light of day. With this insight in mind, we knew we had to redevelop the “Love, Your Mind” content in a way that was educational and informative, while also being virtually seamless for HR leads to deliver to their employees.

THE PARTNERSHIP

Together with Ad Council, we developed a co-branded partnership with Canva, a leader in accessible design for the masses. Their goal for the collaboration was to demonstrate their platform’s capabilities to new corporate audiences. Our goal was to leverage their tools to create guides, templates, tools that could be fully-customized by managers or HR leads at any level, making it incredibly quick and easy to provide mental health resources to their team.

THE EMPLOYER GUIDE

Our Editorial and Research teams gathered all of the content from the original consumer-facing “Love, Your Mind” campaign, and repositioned, re-wrote, and redesigned every relevant piece to specifically address mental health and wellbeing in the workplace. We created customizable email templates, employee benefits lists, and worksheets; conversation prompts, storytelling guides, and newsletter messaging. Each element, including the Employer Guide microsite itself, was designed directly Canva, with one-click access for HR leaders and managers to not only learn how to support their employees, but also to easily personalize, download, and share the resources with their teams.

LIVE LAUNCH

We launched the Employer Guide on World Mental Health Day with a live webinar (hosted by me) featuring corporate HR leads from Northwestern Energy and PNC Bank, as well as a fireside chat between Dr. Mark Rapaport, CEO of Huntsman Mental Health Institute and Nikko Blodgett, Vibe Lead at Canva, discussing the company's own innovative approach to supporting employee well-being.

RESULTS

Immediately following the launch of the Employer Guide, social media content promoting the initiative garnered over 2M impressions, driving more than 10,000 visitors to the microsite. We continued to see consistent growth in click-through and download rates for each of the tools throughout the next few weeks, with several of the HR leads in the Health Action Alliance network personally reaching out to our team to ask them how to replicate a similar experience for other challenging employee topics within their own organizations.