Branding
BHHL- PROVIDERS
A targeted provider-awareness campaign for the Massachusetts Behavioral Health Help Line (BHHL), showing health care providers how BHHL could support their work and connect patients with timely behavioral health care. The campaign included concept development, graphic design, digital advertising, and video production.
Year :
2026
Industry :
Public Health
Client :
MA Behavioral Health Help Line
Project Duration :
21 weeks
Overview
The Massachusetts Behavioral Health Partnership (MBHP) and Department of Mental Health (DMH) wanted to increase health care provider awareness of the Behavioral Health Help Line (BHHL)—a free resource connecting Massachusetts residents with mental health and substance use services.
Building on years of consumer-focused efforts, MORE shifted the campaign toward providers, showing how the BHHL could support their work, simplify referrals, and help patients connect with timely, accessible behavioral health care.
As Senior Art Director, I contributed to campaign development, concepting, graphic design, and video production, helping translate the campaign strategy into a cohesive visual system across channels.
Challenge
Many health care providers were not yet familiar with the BHHL or how it could fit into their existing care process. The challenge was to communicate its value in a way that felt relevant to providers while making the referral process feel simple and manageable.
The campaign also needed to move beyond simply introducing the BHHL. It needed to give providers enough information to feel confident using the resource as part of their patients’ care journey.
SOLUTION
One Call. A Whole System of Care. positioned the BHHL as an extension of the provider’s care team—a simple resource that could help patients navigate mental health and substance use services while reducing some of the coordination burden on providers.
I helped develop the creative direction and translate the campaign across graphic design, digital advertising, and video. The visual approach was designed to feel professional and credible while still reflecting the human side of behavioral health care.
IMPACT
In the first two months, the campaign generated:
5M impressions
12K ad clicks
1.2M video views
Majority of website traffic driven by social channels
The campaign expanded BHHL outreach from primarily consumer-focused communications to a targeted provider audience, giving health care professionals greater awareness of the resource and how they could use it to connect patients with care.
More Projects
Branding
BHHL- PROVIDERS
A targeted provider-awareness campaign for the Massachusetts Behavioral Health Help Line (BHHL), showing health care providers how BHHL could support their work and connect patients with timely behavioral health care. The campaign included concept development, graphic design, digital advertising, and video production.
Year :
2026
Industry :
Public Health
Client :
MA Behavioral Health Help Line
Project Duration :
21 weeks
Overview
The Massachusetts Behavioral Health Partnership (MBHP) and Department of Mental Health (DMH) wanted to increase health care provider awareness of the Behavioral Health Help Line (BHHL)—a free resource connecting Massachusetts residents with mental health and substance use services.
Building on years of consumer-focused efforts, MORE shifted the campaign toward providers, showing how the BHHL could support their work, simplify referrals, and help patients connect with timely, accessible behavioral health care.
As Senior Art Director, I contributed to campaign development, concepting, graphic design, and video production, helping translate the campaign strategy into a cohesive visual system across channels.
Challenge
Many health care providers were not yet familiar with the BHHL or how it could fit into their existing care process. The challenge was to communicate its value in a way that felt relevant to providers while making the referral process feel simple and manageable.
The campaign also needed to move beyond simply introducing the BHHL. It needed to give providers enough information to feel confident using the resource as part of their patients’ care journey.
SOLUTION
One Call. A Whole System of Care. positioned the BHHL as an extension of the provider’s care team—a simple resource that could help patients navigate mental health and substance use services while reducing some of the coordination burden on providers.
I helped develop the creative direction and translate the campaign across graphic design, digital advertising, and video. The visual approach was designed to feel professional and credible while still reflecting the human side of behavioral health care.
IMPACT
In the first two months, the campaign generated:
5M impressions
12K ad clicks
1.2M video views
Majority of website traffic driven by social channels
The campaign expanded BHHL outreach from primarily consumer-focused communications to a targeted provider audience, giving health care professionals greater awareness of the resource and how they could use it to connect patients with care.
More Projects
Branding
BHHL- PROVIDERS
A targeted provider-awareness campaign for the Massachusetts Behavioral Health Help Line (BHHL), showing health care providers how BHHL could support their work and connect patients with timely behavioral health care. The campaign included concept development, graphic design, digital advertising, and video production.
Year :
2026
Industry :
Public Health
Client :
MA Behavioral Health Help Line
Project Duration :
21 weeks
Overview
The Massachusetts Behavioral Health Partnership (MBHP) and Department of Mental Health (DMH) wanted to increase health care provider awareness of the Behavioral Health Help Line (BHHL)—a free resource connecting Massachusetts residents with mental health and substance use services.
Building on years of consumer-focused efforts, MORE shifted the campaign toward providers, showing how the BHHL could support their work, simplify referrals, and help patients connect with timely, accessible behavioral health care.
As Senior Art Director, I contributed to campaign development, concepting, graphic design, and video production, helping translate the campaign strategy into a cohesive visual system across channels.
Challenge
Many health care providers were not yet familiar with the BHHL or how it could fit into their existing care process. The challenge was to communicate its value in a way that felt relevant to providers while making the referral process feel simple and manageable.
The campaign also needed to move beyond simply introducing the BHHL. It needed to give providers enough information to feel confident using the resource as part of their patients’ care journey.
SOLUTION
One Call. A Whole System of Care. positioned the BHHL as an extension of the provider’s care team—a simple resource that could help patients navigate mental health and substance use services while reducing some of the coordination burden on providers.
I helped develop the creative direction and translate the campaign across graphic design, digital advertising, and video. The visual approach was designed to feel professional and credible while still reflecting the human side of behavioral health care.
IMPACT
In the first two months, the campaign generated:
5M impressions
12K ad clicks
1.2M video views
Majority of website traffic driven by social channels
The campaign expanded BHHL outreach from primarily consumer-focused communications to a targeted provider audience, giving health care professionals greater awareness of the resource and how they could use it to connect patients with care.