May Campaign
May is mental health month. And every year, the marketing team organized and executed events, awareness campaigns, and fundraisers.
One of the most moving campaigns I had the opportunity to lead was the #SeeMe May Campaign. I worked with a communication committee, contractors, and my team to design this theme and then earned buy-in from other internal and external stakeholders. This campaign aimed to help people, especially those with mental illness, feel seen, understood, respected, and accepted. We wanted people who engaged with us to see the humanity in others.
#SeeMe Mosiac
A key feature of this campaign was a massive 12x8 wall that we carried around to events. I worked with a few volunteer consultants to engineer the structure: a wood frame, foam boards, and detachable legs. The goal was to have 125 people write how they would like to be seen and pin it to the wall. Eventually, it would spell “See Me.” Every time we set up, I worried there wouldn’t be enough people and we’d have this awkwardly bare mosaic. We were just a few marketers carrying power tools and hoping to have enough interested people at each location.
I left every event just surprised at the participation, the smiles, and the hundreds of triangles I now possess that have special meaning.
Other Deliverables
Videos promoting stories of previous participants in our programs
Social media campaign that earned $24,000 in donations
A similarly themed end-of-year campaign generated about $60,000 from donor cards through mailers
Podcasts featuring past participants