AMERICAN FOUNDATION
FOR SUICIDE PREVENTION
DEMAND MORE FOR MENTAL HEALTH
THE ASK
Mental health affects all of us, but talking about it can be tough. The American Foundation for Suicide Prevention is out to change that.
So for Mental Health Awareness Month, they launched the Demand More for Mental Health campaign. The goal wasn’t just to raise awareness.
It was to inspire action. AFSP wanted people to understand that mental health is every bit as important as physical health. and that seeking help shouldn’t come with stigma, hesitation or fear.
The campaign called for something bigger: more resources, more funding and more support for communities across the country. Because when the need is this widespread, the response has to be too.
our RESPONSE
Brands and individuals are speaking up about mental health more than ever. But we wanted to reframe the conversation with a question: What does it really mean to be a mental health advocate? Our aim was to show that advocacy takes many forms, often more accessible than people realise.
We built the campaign with the energy of a social movement: bold colors, clear messages and calls to action that felt personal and empowering. Social content and influencer partnerships helped us reach diverse communities, making the message relevant across audiences.
Most importantly, we made action easy. We equipped people with practical tools, from access to active legislation and resources to contact representatives, to templates for letters and simple ways to sign up as advocates. We turned awareness into action, giving everyone a way to make a genuine impact.
the RESULTS
35,000
Views in May
450%
Increase in views
8,500
Platform uses
1,500+
