Kaiser Permanente, in partnership with Axis, Campbell Ewald, Mullen Lowe Profero and Creation, launched its third highly-influential "Find Your Words" ("Encuentra Qué Decir") integrated advertising campaign. This annual PSA effort, and the associated FindYourWords.org website, were developed to help normalize the conversation about mental health and to help erase the stigma that often surrounds it.
"Depression doesn't always look like depression" was the insight that drove Find Your Words 3.0. Its message aimed to uncover the often hidden real sentiments of people who are depressed, or worse, thinking about suicide.
A Whole Market strategic approach was inspired by the Hispanic Spanish-speaking audience who experiences elevated stigma and is often less comfortable talking about the subjects of depression and suicide. The culture-led activation of the mainstream campaign was sensitive, yet compelling - sharing realistic stories of loved ones through television, video and cinema. It was also supported by a robust digital activation, social media, and the English and Spanish websites.