Graphic Design
Urgent Care For...
A multichannel awareness campaign for the Massachusetts Behavioral Health Help Line, reinforcing its role as a trusted pathway to mental health and substance use support. The campaign expanded outreach to older adults with tailored creative while building engagement across digital and video.
Year :
2026
Industry :
Public Health
Client :
MA Behavioral Health Partnership & Department of Mental Health
Project Duration :
32 weeks
Overview
The Massachusetts Behavioral Health Help Line (BHHL) provides free, confidential support connecting people with mental health and substance use resources. After years of consumer-focused awareness efforts, MORE shifted the focus to health care providers with One Call. A Whole System of Care.—a campaign designed to increase provider awareness and demonstrate how the BHHL can support both providers and their patients.
As Senior Art Director, I concepted original creative ideas and helped develop the visual direction and design across digital and video. I also helped create a flexible visual system that could adapt across 10 languages, platforms, and a diverse mix of models and community members.
Challege
Many health care providers were not yet familiar with the BHHL or how it could support their work. This created an opportunity to show providers that the BHHL could be a valuable resource for connecting patients with timely, accessible mental health and substance use care while reducing some of the coordination burden on providers.
The campaign also needed to reach a diverse provider audience across 10 languages, requiring a creative approach that could accommodate different language versions, photography, and digital formats without losing consistency.
Solution
The One Call. A Whole System of Care. campaign positioned the BHHL as an extension of a provider’s care team—a simple resource that could help patients navigate behavioral health services.
I developed original creative concepts and helped translate the selected direction into a flexible visual system across digital and video. To support the 10 language variations, we created a modular approach that allowed us to feature a blend of models and community members appropriate to each audience while strategically repurposing talent across languages where possible.
The resulting system supported 152 individual assets across multiple platforms, balancing cultural and language relevance with production efficiency and a consistent campaign identity.
Campaign Videos:
Impact
In its first two months, the provider awareness campaign generated:
5M impressions
12K ad clicks
1.2M video views
Social channels drove the majority of website traffic
152 campaign assets across platforms and languages
The campaign expanded the BHHL's reach from consumer awareness into the provider community, giving health care professionals greater awareness of a resource they could use to help connect patients with behavioral health support.
More Projects
Graphic Design
Urgent Care For...
A multichannel awareness campaign for the Massachusetts Behavioral Health Help Line, reinforcing its role as a trusted pathway to mental health and substance use support. The campaign expanded outreach to older adults with tailored creative while building engagement across digital and video.
Year :
2026
Industry :
Public Health
Client :
MA Behavioral Health Partnership & Department of Mental Health
Project Duration :
32 weeks
Overview
The Massachusetts Behavioral Health Help Line (BHHL) provides free, confidential support connecting people with mental health and substance use resources. After years of consumer-focused awareness efforts, MORE shifted the focus to health care providers with One Call. A Whole System of Care.—a campaign designed to increase provider awareness and demonstrate how the BHHL can support both providers and their patients.
As Senior Art Director, I concepted original creative ideas and helped develop the visual direction and design across digital and video. I also helped create a flexible visual system that could adapt across 10 languages, platforms, and a diverse mix of models and community members.
Challege
Many health care providers were not yet familiar with the BHHL or how it could support their work. This created an opportunity to show providers that the BHHL could be a valuable resource for connecting patients with timely, accessible mental health and substance use care while reducing some of the coordination burden on providers.
The campaign also needed to reach a diverse provider audience across 10 languages, requiring a creative approach that could accommodate different language versions, photography, and digital formats without losing consistency.
Solution
The One Call. A Whole System of Care. campaign positioned the BHHL as an extension of a provider’s care team—a simple resource that could help patients navigate behavioral health services.
I developed original creative concepts and helped translate the selected direction into a flexible visual system across digital and video. To support the 10 language variations, we created a modular approach that allowed us to feature a blend of models and community members appropriate to each audience while strategically repurposing talent across languages where possible.
The resulting system supported 152 individual assets across multiple platforms, balancing cultural and language relevance with production efficiency and a consistent campaign identity.
Campaign Videos:
Impact
In its first two months, the provider awareness campaign generated:
5M impressions
12K ad clicks
1.2M video views
Social channels drove the majority of website traffic
152 campaign assets across platforms and languages
The campaign expanded the BHHL's reach from consumer awareness into the provider community, giving health care professionals greater awareness of a resource they could use to help connect patients with behavioral health support.
More Projects
Graphic Design
Urgent Care For...
A multichannel awareness campaign for the Massachusetts Behavioral Health Help Line, reinforcing its role as a trusted pathway to mental health and substance use support. The campaign expanded outreach to older adults with tailored creative while building engagement across digital and video.
Year :
2026
Industry :
Public Health
Client :
MA Behavioral Health Partnership & Department of Mental Health
Project Duration :
32 weeks
Overview
The Massachusetts Behavioral Health Help Line (BHHL) provides free, confidential support connecting people with mental health and substance use resources. After years of consumer-focused awareness efforts, MORE shifted the focus to health care providers with One Call. A Whole System of Care.—a campaign designed to increase provider awareness and demonstrate how the BHHL can support both providers and their patients.
As Senior Art Director, I concepted original creative ideas and helped develop the visual direction and design across digital and video. I also helped create a flexible visual system that could adapt across 10 languages, platforms, and a diverse mix of models and community members.
Challege
Many health care providers were not yet familiar with the BHHL or how it could support their work. This created an opportunity to show providers that the BHHL could be a valuable resource for connecting patients with timely, accessible mental health and substance use care while reducing some of the coordination burden on providers.
The campaign also needed to reach a diverse provider audience across 10 languages, requiring a creative approach that could accommodate different language versions, photography, and digital formats without losing consistency.
Solution
The One Call. A Whole System of Care. campaign positioned the BHHL as an extension of a provider’s care team—a simple resource that could help patients navigate behavioral health services.
I developed original creative concepts and helped translate the selected direction into a flexible visual system across digital and video. To support the 10 language variations, we created a modular approach that allowed us to feature a blend of models and community members appropriate to each audience while strategically repurposing talent across languages where possible.
The resulting system supported 152 individual assets across multiple platforms, balancing cultural and language relevance with production efficiency and a consistent campaign identity.
Campaign Videos:
Impact
In its first two months, the provider awareness campaign generated:
5M impressions
12K ad clicks
1.2M video views
Social channels drove the majority of website traffic
152 campaign assets across platforms and languages
The campaign expanded the BHHL's reach from consumer awareness into the provider community, giving health care professionals greater awareness of a resource they could use to help connect patients with behavioral health support.