NAMI is the nation’s largest organization dedicated to bettering the lives of those affected by mental illness but lacks an emotional and visual connection with young people. According to the National Institute of Mental Health, suicide is the second leading cause of death amongst individuals between the ages of 10-34, a statistic that could be eliminated with increased awareness of mental health and self-care.  

NAMI’s new PSA campaign aims to capture the attention of students between the ages of 13-25 through three print ads featuring various illustrated personas with a positive, light-hearted message mixed with charming scripted type that emphasize the importance of self-care and love. By reaching out to those with mental illness, it allows the audience to see value in themselves and start a conversation about mental health. The color palette effectively makes use of warm, positive colors that contrast nicely with dark blues to highlight the positive imagery while also drawing attention to a serious issue. In addition to the print ads, there will be a series of short videos featuring the personas discussing multiple topics of mental health in a friendly, uplifting, and informative way that engages the audience on social media resulting in share-ability. To further promote positive mental health, NAMI On-Campus clubs will host tabling events promoting the campaign. With delightful imagery, colors, and messages maintained throughout the campaign, the PSA emphasizes the value each individual has while opening a gateway to stigma-free conversations about mental health.