As the cultural stigma around mental health shifts and more people seek help, there’s a growing need to address how treatment is covered. It turns out, most health insurance plans actually cover treatment for mental health and addiction, but many people aren’t aware either because it’s not widely publicized or because they’ve been denied coverage in the past.
The Kennedy Forum, a non-profit leading the way in the mental health addiction space, identified the need to educate the public on this issue and turned to us to help raise awareness and inspire action.
To kick off the project, we hosted The Kennedy Forum and thought leaders in the space. The goal was to understand the problem and align on the most effective way to communicate our message: that most people with health insurance have mental health and addiction coverage—and the legal right to use it.
The key output of the strategy session was the campaign line, “Don’t deny me.” This simple, straightforward, yet powerful, phrase became the cornerstone of our creative work, positioning it as the rallying cry for any individual or family who has ever been denied their right to treatment.
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