COLORADO DEPARTMENT OF HUMAN SERVICES
Good For You
• A Medal Winner from The One Club •
We flipped mental wellness tips on their head. As Creative Director at Amélie Company, I had the honor of working alongside my team with a long-time client, Colorado Department of Human Services, to create Good For You, a mental well-being campaign. Our aim was to cut through the noise and help Coloradans with simple tips to move past languishing and manage their mental well-being on a daily basis.
Role: Creative Director
Team: ACD Writer: Luca Vescovi | Art Director: Larkin Meehan
THE CHALLENGE
In the wake of COVID 19 and back-to-back “unprecedented historical events,” Coloradans have been overloaded with the same mental wellness tips. Yet, the New York Times is still reporting on the prevalence of languishing. The neglected middle child of mental well-being is not hopelessness, depression, or a lack of energy but rather a lack of things to look forward to, accompanied by a sense of stagnation and emptiness. CDHS-BHA tasked Amelie with creating a campaign that got the Coloradans’ attention and helped address their mental well-being. But how do you curtail languishing when we all might scream if someone tells us we just need to take more walks? We think it’s all about the delivery.
THE SOLUTION
We have been inundated with annoying but valid mental health tips. Good For You supplies people with the same valuable information in a format that can wake them up. We needed something fresh, something cheeky, something unexpected. With a little mischievous misdirection, the Good For You tips arm Coloradans with simple yet effective strategies to help them thrive again while they chuckle along with the joke.
THE RESULTS
The campaign is still in market but garnered more than 6.3 million impressions in the first month.