Empowering and guiding Americans to seek out the professional mental health care they deserve.
CHALLENGE
The nation is in the midst of a mental health crisis. The good news is that there’s been progress in dispelling stigma with 72% of Americans recognizing the benefits of treatment. Still, far too few are seeking out mental health care for themselves. That’s in large part because the first step to treatment can be a confusing one.
INSIGHT
When we move care providers and treatment to the front of the mental health and self-help conversation, we can guide people to own and take the first step on their mental health journey in a way that feels clear, safe, and empowering.
IDEA
The American Psychiatric Association Foundation is evolving our message from simply affirming that “mental health care works” to a direct and actionable imperative — You Make the Call.
By creating a surround sound campaign for both English and Spanish speakers, we’re disrupting a culture of passive self-help and providing clear and diverse resources, support, and ultimately pathways to finding the mental health treatment that Americans so deserve.
TAKE THE FIRST STEP
At the heart of this campaign is our website, MentalHealthCareWorks.org, where visitors can find resources, support, mental health information and personal stories that dig into specific mental health conditions.
Personal Stories
By featuring even more diverse personas working through a variety of common mental health conditions, we’re demonstrating that individual mental health care journeys can begin in different ways. Beyond modeling what “making the call” can look like, we follow up by providing our audience with condition-specific resources and support on the website.
Robert’s Story
English
Robert thought drinking was just part of his social life, until he started neglecting his family.
He made the call to a helpline to find a local alcohol addiction treatment center. With his doctor’s help, Robert’s finding better ways to cope.
Español
Sarah’s Story
English
When obsessive thoughts and endless rituals took over, Sarah knew she needed help.
She made the call and started seeing a therapist who diagnosed her with OCD. Now that she understands her condition, she’s better able to manage her symptoms.
Español
Surround Sound Assets
58M+
Paid impressions since launch in April 2024
THE RESULTS
114M
Impressions over 3 months
54K
Website visits since launch in April 2024