The Brief
Create a campaign for Mental Health Awareness Month in May based on the Let Them Theory by Mel Robbins. Inspire individuals to prioritize their own goals and happiness, rather than trying to control others' opinions, actions, and moods. Oh, and an external agency is getting the same brief so may the best team win.

Insight
Before we did anything we purchased Mel’s book and read it cover to cover. We found nuggets of insight that added up to an undeniable human truth. Many people believe mental health is one-size-fits-all. But the truth is it's personal for each of us.

Idea
We showed the unique ways we address our mental health and wear empowerment as the badge of honor it is. In the end we beat out the external agency and won the hearts of our marketer partners.

Results
Measurable uptick in social engagement and overwhelming email opens. Add to that the reassurance that internal creative teams can rise to the creative challenge with external agencies.

Role
Concept, writing

Design partners
Stefanie Dvorak, Kelly Gleonde