Creating a new brand structure for a long-standing community brand can be daunting. The Collective Genius team began working with the Alcohol, Drug and Mental Health (ADAMH) Board of Franklin County in 2014, introducing a new brand via a campaign to promote acceptance of people dealing with mental health and addiction and better educating the community on the role that the Board plays in prevention, treatment and advocacy.
In 2015, TCG led the ADAMH renewal levy campaign (Issue 14 in Franklin County), which won by an overwhelming 74% of voters. We built the campaign around the concept that 1 in 4 of US will experience a mental illness in our lifetime and created a warmer, more caring and compassionate image of ADAMH’s work.
Deliverables included everything from an interactive website that offered important facts, coordinated volunteer activities and accepted campaign contributions; an intensive personalized effort in which ADAMH leaders spoke throughout the community; and an innovative digital and social media campaign that complemented and supplemented more traditional television, print and radio advertising.
More recent work with ADAMH focused on education around the increase in opiate/heroin (and other drug) usage in the region. Here, TCG directly developed and executed upon research, conducting in-depth interviews and focus groups with parents/family members, people in recovery, providers and other experts. The research informed the creation and design of a high value website dedicated to families that offers valued resources and guidance, which helped ADAMH’s favorability rating.