Campaign: Porter Novelli for Mental Health America: Ranking America's Mental Health
Winner: Porter Novelli and Mental Health America
The Mission
Mental Health America sought to raise awareness among policy makers and the general public about the need for policies like the Wellstone Act, which would increase access to
mental health treatments and lead to improved patient outcomes.
The Challenges
In a media landscape inundated with data and talking heads, Mental Health America, working with Porter Novelli, needed to break through the clutter with new information on the
state of depression in the U.S. Thus was created a paper entitled, "Ranking America's Mental Health: An Analysis of Depression Across the States," which examined depression in 50
states, demonstrating the link between access and outcome.
To get as much media play as possible, the project team held a media briefing on the paper's finding; also an RMT was held with Dr. David Shern, CEO and president of Mental
Health America, who spoke about the report's results and was media-trained to deliver the messaging about access to mental health care improving patient outcomes.
Mission Accomplished
Overall, the media coverage of the report resulted in over 70 million media impressions in 87 markets in 40 states. There were 37 print and wire stories, including three
editorials and 199 TV segments on 123 stations, and 181 references to Mental Health America.
Honorable Mentions
The American Institute of Certified Public Accountants for AICPA: Helping Americans Get on the Right Financial Track--Following a study on Americans' spending and saving
habits, AICPA included its findings in three press releases and an SMT with the goal of helping Americans better manage their finances. The effort led to print coverage in over
two dozen publications; also the SMT's TV and radio interviews reached 18.7 million viewers.
Porter Novelli for HGTV Change the World. Start at Home--Wanting to design a cause-marketing platform for HGTV that would have longevity and bring in newer viewers, Porter
Novelli redefined HGTV's core values with a Change the World campaign. Using aggressive media outreach and PSAs, Porter Novelli increased the relevance and appeal of HGTV among
current/new viewers and stakeholders.
Newseum for Newseum Launch--To build awareness for a new museum in Washington, D.C., the Newseum's marketing team launched a multi-tiered media relations campaign. Major
features on the museum appeared in top media outlets.