Integrated Campaign Strategy · Content Strategy · Community Engagement
Mental Health Awareness Month
Turning a national awareness moment into an integrated institutional campaign.
Overview
Mental Health Awareness Month presented an opportunity to bring PAU's expertise, resources, programming and community engagement together through one coordinated institutional campaign.
Using the official “More Good Days, Together” theme, I translated the national awareness moment into a cohesive communications experience across digital content, promotion, campus activation and community programming.
My Role
Independently Led — Communications Strategy & Execution
I led the communications campaign from strategy through execution, including messaging, content development, digital communications, promotion, engagement and coordination of campaign deliverables.
I also conceived the Youth Mental Health & Technology: What Parents Need to Know event within PAU's At the Forefront series and led the communications, promotional and engagement work supporting the event.
Approach
- 01
Create one connected campaign
Bring resources, programming, digital communications and storytelling together under a coordinated institutional communications strategy.
- 02
Make participation easy
Develop clear ways for audiences to find resources, attend programming, engage with campaign content and participate in Mental Health Awareness Month.
- 03
Extend the story
Use communications and editorial content to extend awareness and engagement beyond individual activities or events.
Why It Mattered
The campaign gave PAU a coordinated institutional presence during Mental Health Awareness Month while connecting its expertise and resources with the audiences they were intended to serve.
Rather than communicating isolated activities, the campaign connected resources, programming and storytelling through a shared strategy.
My Contribution
- Strategy
- Messaging
- Content Development
- Digital Communications
- Promotion
- Community Engagement
- Event Communications
- Editorial Storytelling
- Campaign Execution