The Ask: The core objective of this campaign is to produce a social media film that brings attention to the issue of mental illness and depression within the local community

The Insight: Life is a rollercoaster with both highs and lows, but not everyone is equipped to navigate the challenging times. For some, the difficulties can be so overwhelming that the desire to escape through self-destructive behaviors, like substance abuse or suicidal ideation, becomes overpowering. Unfortunately, in some underrepresented communities, mental health is a topic that is often ignored due to a lack of awareness. Consequently, many individuals are reluctant to seek help from friends, strangers, or even mental health professionals.

The Solution: Since Let’s create strives to create works around representation and I approached the film from a common point of view that will be highly relatable and create awareness for the intended target audiences. So I decided the name of the campaign should be “Let’s Talk About It Now”.

OOH: The images taken during the production of the film will be used for Out-of-home advertising such as billboards. These specific images tell a story of how mental health affects the black community.

Social Media: The social media campaign will leverage platforms such as Instagram, Facebook, Twitter, and YouTube to reach a wider audience. Two weeks before the launch of the film campaign, which is scheduled for May 5th to coincide with Mental Health Month, teasers and intriguing images will be posted on these social media channels to generate buzz and pique people's interest. The campaign team recognizes the importance of leveraging the power of social media influencers to reach a wider audience. To this end, encouraged the brand to each out to relevant influencers within the local community who have a large following and whose values align with the campaign's message.

These influencers will be given the opportunity to watch the film before its release and encouraged to share their thoughts and reactions with their followers. This will help to generate buzz and anticipation for the campaign among the influencer's followers and potentially attract more people to view the film.

By collaborating with local influencers, the campaign can tap into their existing networks and potentially reach a broader audience that they may not have been able to reach on their own. This approach can also help to build credibility and trust for the campaign as it is being endorsed by people who are respected and trusted within the community.

Hashtag: #LETSTALKABOUTITNOW will be the official hashtag for the mental health campaign.