Abstract
HBO is leveraging some of the network's own programming, which is known for featuring complex characters, including some who are dealing with mental illness, to start conversations around these issues, MarketingDive reported Oct. 10. By building bumper ads and doctor commentaries on specific episodes and scenes, the network is in effect turning its own programming into a public service announcement. The network will feature short bumper ads that let viewers know what mental health disorders are depicted in certain episodes of Barry, Girls, The Sopranos and a handful of other shows. Commentary by a doctor about relevant scenes will also appear in some cases. By raising awareness about common disorders, HBO hopes to connect with audiences and to help normalize mental illness while encouraging those who need help to seek it. The effort, which was created by W+K New York, kicked off on Oct. 10 as part of Mental Health Awareness Day.
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