“How’s it going?” PSA campaign
Highmark’s Living Health strategy is all about helping people engage with their health, even when they think they’re doing fine. But too often, the stigma around mental health prevents people from addressing how they’re really feeling. Thanks to a grant from the R.K. Mellon Foundation, the team set out to help break the stigma by asking people to stop, notice, and feel their feelings — showing them that their problems aren’t just normal, but treatable. Despite how they may be feeling, they’re not alone. And they shouldn’t try to shoulder this burden themselves.
Agency
Tonic by Highmark Health, Yamamoto (strategy/creative concept)
Practice Area
Client
Highmark + AHN
Industry
The Challenge
So, the team launched a PSA campaign to move people from pain aware (avoidance) to problem aware (engagement) through digital media, plus some non-traditional advertising and event experiences. The goal: change their avoidance to engagement by getting their attention and getting them talking when they’re having concerns. And to make sure they know, when the time comes, they have a behavioral health advocate at Highmark and AHN.
Project Vision
The team reached western Pennsylvanians wherever they were and collected answers to “How’s it going?” and other questions tied to specific behavioral health problems. People answered the questions through howsitgoing.com and in-person experiences.
The team held a public event in downtown Pittsburgh, including an interactive kiosk and art installation designed in collaboration with DeepLocal to illustrate how it’s going for people in real life — and capture every angle of the experience for an impactful video spot. Social influencers helped amplify the campaign.
Tonic by Highmark Health
Tonic by Highmark Health
Design + Execution
The “How’s it going?” campaign played a pivotal role for Highmark and AHN by enhancing brand perception and establishing the two brands as leaders in mental health advocacy. While direct sales or share increases are not the primary metrics for success in this type of campaign, the growth can be indexed through enhanced engagement, increased awareness, and a stronger community presence, all of which contribute to long-term brand equity and trust.
Project Details
Design Team
Tonic by Highmark Health, Yamamoto (strategy/creative concept)
Photo Credits
Tonic by Highmark Health
Open Date
May 2023