CREATIVE
Digital Video
Social

CHALLENGE / Despite rising mental health awareness, the stigma around seeking help prevents too many from taking the first step, especially in male-dominated arenas like professional sports.

‍INSIGHT / Viewers are more likely to relate to and act on vulnerable conversations when they see role models—like athletes—open up honestly about their own mental health experiences.

‍SOLUTION / Premera partnered with the Seattle Kraken to launch a bold campaign on Mental Health Awareness Night, pairing a powerful TV spot with raw, player-led video content to show that “Whoever you are, it’s OK to ask for help.” The campaign reached over 1M organically and achieved 96% positive sentiment on social.