Problem: In a "normal" year, one out of every five adults in the U.S. experiences some form of mental illness. The COVID-19 pandemic has caused a great deal more stress and anxiety for Americans. About 80% of visits to a doctor are for stress-related ailments and complaints. Yet, seeking help is often stigmatized.
Solution: This campaign (launched Nov. 2019 before COVID appeared in the US) is meant to help people show themselves love, and go and get some help. A creative challenge was to make the message work within the Blue Cross "Live Fearless" campaign, because people in emotional distress are unlikely to be feeling bold, confident, or 'fearless.' The solution was to express a new meaning to fearless: to ask for help. The video above is for YouTube pre-roll, Facebook, Instagram and Twitter. Here's a static post:
:30 livestream commercial on Pandora, with accompanying static banner below:
All of the creative clicks through to a website about how to seek out help and talk to your doctor about your concerns.
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