HighRock, in conjunction with Washington County Government and the Washington County Health Department, created a series of marketing pieces for the county’s campaign to increase awareness for behavioral health during the pandemic. HighRock created a series of billboard advertisements, digital ads and videos to highlight this issue as well as organizing the Threads of Hope campaign that surrounded the campaign.
As a visual representation of the campaign, the yellow thread was designed to highlight the support that individuals have within the community, and raise awareness for those who may want to reach out to loved ones during the crisis. “This campaign was specifically designed to appeal to our sense of belonging,” said HighRock Creative Director Jeremy Bohner. “With people's wellbeing at risk, we wanted to ensure that every member of the community could participate, and, if they needed, reach out to a professional for consultation.”
Video content was also integral to the “story” of the campaign, so finding these stories of community within the target audiences was a priority. Additionally, the videos had to reenforce the resources available to those in need. “We’re very proud of the stories we were able to uncover,” said Video Director Josh Youngbar. “It allowed us to get to the heart of the message and created a compelling engagement for target demographics we were looking to communicate with.”
With multiple campaigns — such as the “Hero” campaign — running within the county, it was important for this one to stand out as a standalone idea. The color, design and approach need to feel cohesive, yet separate, from all of the other campaigns, and still be both eye-catching and emotional.
With a vast majority of people at home and in front of their computers or mobile devices, it was important for the campaign to have a presence in the digital world. Our design philosophy revolves around providing effective results for our clients. It’s integral to the process to ensure that everything — the text, the colors, the call to action — will have the reach and the impact that the client is looking for.
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