Take Time for Your Mind
Social Marketing Campaign for Health Initiative for Men (HIM), Vancouver, BC
Social Marketing Campaign for Health Initiative for Men (HIM), Vancouver, BC
Targeting gay men and OMSM (other men who have sex with men), the Health Initiative for Men (HIM) ran the social marketing campaign "Take Time for Your Mind" in order to reach four objectives: (1) to increase the general awareness that it is good to seek help; (2) to inform about the three HIM mental health resources on offer – Peer Support, Professional Counselling, and Personal Strategic Advising; (3) to inspire gay men and OMSM in Vancouver to access those resources; and (4) to contribute to the ongoing, collective project of reducing/removing stigma around mental health.
Components of the campaign include horizontal- and vertical-orientation 11"x17" posters, 3"x5" postcards with 2012 calendar on back, news and general interest media coverage, OUT TV interview, blogs, HIM website, and ads in magazines. The first three campaign ads (see horizontal-orientation posters, below) were released in December 2011; the next three, in February 2012; and the final three, in April 2012.
The campaign launched December 10, 2011, and wraps in the summer of 2012.
Robert Ablenas, Campaign Manager,Vancouver, May 4, 2012
