THE (SAD) TRUTH IS,people with mental health disorders have a long history of being shunned and dehumanized.

Cronin believed there was an opportunity for the Department of Mental Health and Addiction Services (DMHAS) to do more than just impart knowledge about mental illness. We envisioned simple yet highly compelling messages to break through the clutter and change attitudes and behavior.  Our campaign theme – Embrace / Don’t Disgrace – became a rallying cry and unifying element across all campaign components including radio advertising, a campaign landing page, social media and videos.

TRUTH WINS:In two months, we generated nearly 30 million impressions on radio and social media, grew DMHAS’ social network by 465%, drove 2,700 visits to the campaign landing page and we delivered more than $220,000 in media added value.


TV & Online VIdeo
Social Media
Responsive Microsite