How: With mental health conversation on the rise over the last few years – particularly since the start of the COVID-19 pandemic – brands and individuals are speaking up more than ever. But with so many talking about mental health, we asked the question: “What does it mean to be a mental health advocate?” This campaign aimed to inspire direct action and demonstrate the myriad of ways individuals can be true advocates for the cause – including some which they may not have previously imagined. We used several tried-and-true tactics, all leveraging the look and feel of a social movement – big, bold colors, dedicated resources and galvanizing calls to action. We crafted social messages and worked with influencers to ensure relevance across a variety of demographic segments, emphasizing individual responsibility and empowerment. And we put tools for genuinely impactful action in the hands of our audience, from access to various pieces of in-progress legislation, resources for people to send messages to state and national representatives and local editors, and tools to sign up to be a mental health advocate