Abstract
The Ad Council launched a multimillion dollar Mental Health Initiative earlier this month that will enlist a range of partners for communications campaigns and other resources on a national basis, the newsletter MM+M (Medical Marketing and Media) reported Nov. 8. The initiative, designed to encourage more people to seek support for their mental health challenges, is backed by a founding gift of $15 million from Huntsman Mental Health Institute and has a goal of reaching $65 million over the next seven years. The effort comes on the heels of the nonprofit's national COVID‐19 vaccine education campaign, which it claims reached more than 75% of those eligible to be vaccinated. Mirroring its COVID‐19 approach, the Ad Council is planning a coalition‐based and multi‐audience model. Organizations such as the American Foundation for Suicide Prevention, American Psychological Association and National Alliance on Mental Illness have signed on. In addition to discreet communications campaigns, the Mental Health Initiative aims to be multi‐pronged and will include such resources as an “insights and analytics engine” to inform and evaluate the impact of relevant content. There will also be open‐source partner toolkits, a “trusted messenger” program, employer‐workplace resources, and grassroots community activations, reported MM+M.
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