Results
MHM and ASAP Changed How People See Mental Health—With 97.5% Reporting More Compassion
Most awareness campaigns just end with impressions. This one ended with impact..
The Results
1.1 million+ impressions
342,000+ people reached
7,000+ link clicks
$0.94 average cost per result (CPR)
97.5% of survey respondents reported increased empathy
Mental Health Matters of Bartholomew County and the Alliance for Substance Abuse Progress work to reduce mental health stigma and support prevention and recovery in southeast Indiana. They partnered with us to build not just a campaign—but a movement. One that reached across three counties, two languages, and thousands of hearts. Our goal? Empathy. Our strategy? Storytelling at scale.
In just four months, we reached over 340,000 people, lifted empathy by 97.5%, and outperformed industry benchmarks—with a CPR under $1.
Brand strategy & positioning
Story development (EN/ES)
Landing page + UX design
Survey integration & tracking
Ad creative production (Meta)
Geographic + language targeting
Campaign management & optimization
Good Creatives helped MHM and ASAP build a story-first campaign featuring real voices, real pain, and real hope. Each story was a short, powerful narrative—backed by beautiful visuals and precision-targeted delivery across Facebook and Instagram. One-click empathy surveys gave us instant feedback: did it land? Did it move people? The answer: yes, over and over again.
Content was delivered in both English and Spanish, with targeting aligned to county-level service areas. Every story drove traffic to a bilingual landing page, and every click contributed to a measurable culture shift around mental health and addiction stigma.