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OUR WORK

Hispanic woman holding a baby gazing out the window to the left.

Hotline

THE CHALLENGE

The Health Resources & Services Administration (HRSA) came to us when they realized they had a great service that not enough new and soon-to-be parents knew about: free, confidential, 24/7 mental health counselors through the National Maternal Mental Health Hotline (NMMHH).

We met this challenge with expert:

  • campaign development

  • communications planning

  • out of home

  • digital + social media

  • SEO and analytics

We asked…

What if...

we help parents get the support they need for their mental health—anytime, anywhere?

Pregnant woman sitting on a bed gazing at her stomach
Speech bubble with line art of a headset forming a heart.
mother sitting in a nursery gazing down at her newborn baby in her arms.
decorative two-color triangles pointing to the right.

We researched, conducted listening sessions, and developed a strategic plan. We designed, launched, and promoted the Hotline using video and radio PSAs, social media assets, and print materials in nine additional languages.

THE APPROACH

Stickers for the National Maternal Mental Health Hotline

Then, we got the word out through a multi-channel dissemination strategy across television, radio, the NMMHH website, and digital and social advertising. 

English NMMHH ad on a billboard "Your Mental health matters"
English transit ad "Not feeling like yourself? We're here to help."
Spanish NMMHH ad at at transit station.
Provider handing a wallet card with information about the NMMHH
woman using a tablet to scroll on pinterest, featuring NMMHH ads in her feed.
Organic social media assets spread out with phones featuring instagram feeds for HRSA.

THE RESULTS

Banyan has increased the awareness and usage of the Hotline, working hand-in-hand with HRSA’s team and the organization of counselors who respond to each and every call or text.

Altogether, tens of thousands of people have contacted the Hotline, and rely on it get connected to the mental health care they need.

Success by the numbers (so far):

  • over 199.4 million impressions on digital and out-of-home campaign materials

  • a 20% increase in average monthly Hotline calls since launching campaign