Develop Messaging / Creative Campaign

In the early stage of the program, marketing and communication tactics can be fairly general while more specific messaging and creative products are being developed. Even if focus groups are not possible, messaging for TAY should be informed by youth in order to ensure it is genuine and highly relevant (possibly with guidance from local Youth Move chapter or Peer Support Specialists).

With direction and input from the OHTP Marketing Committee (particularly from the TAY), as well as data compiled from the focus groups, a local creative agency developed the campaign, “Level Up.” The campaign features bright colors and a diverse group of Gen Z individuals to deliver an optimistic, uplifting message. Showcasing young people who’ve achieved greater independence and control of their future, the campaign focuses on the following key messages:

• This isn’t just another social services program.
• Our goal is to improve access to treatment and support services for young adults who are living with a mental health issue.
• We know everyone has different hopes, dreams and goals in life. 

And it’s our job to put young adults in the best place to succeed, with free help from people who’ve been there – giving them all a chance to “level up.”

Campaign elements include targeted billboards, television advertisements (local television stations), paid social media advertisements (Facebook, Twitter and Instagram), digital web ads, TV interviews, ads on streaming services, a range of printed posters and other collateral, and the Toolkit website.