— CASE STUDY · CAMPAIGN · COMMUNITY · PUBLIC HEALTH —
CLIENT
ADAMH
ROLE
Design + Art Direction
YEAR
2022-2025
FOCUS
Community Campaign
SCOPE
Campaign · Print · Digital · Outdoor · Social
DELIVERABLES
Campaign identity, posters, digital ads, social kit, collateral
TIMELINE
10 weeks
WEBSITE
https://adamhfranklin.org/
SECTOR
Behavioral Health · Public Service
Behavioral health campaigns default to two failure modes: clinical coldness that reads as institutional, or performative warmth that reads as condescending. The work needed a third register — direct, respectful, and unmistakably local, so someone recognizes their own neighborhood in it before they read a word.
PILLAR A
Four words,
one system
Help, Healing, Health, Hope became the backbone of the campaign. Each "H" got its own color (purple, green, orange, blue) layered over ADAMH's navy and yellow. That gave the campaign range across audiences and messages while every piece still read as one voice.
PILLAR B
Real people, real neighborhoods
The photography direction rejected stock sympathy. It cast authentic, human-centered portraits so Franklin County residents could see themselves in the work before reading a word. Trust came from recognition, not reassurance.
PILLAR C
The next step,
always visible
Plain-language headlines were set large enough to read from a bus window. The 988 crisis line appeared on every piece, across billboards, transit, digital, print, and environmental. The goal was to make the hardest step feel like the most obvious one.
PHOTOGRAPHY CREATIVE DIRECTION
NEWSPAPER ADVERT
DIGITAL SIGNAGE
SOCIAL MEDIA
DIGITAL BANNER
WINDOW CLING
ADAMH BANNER
ADAMH BILLBOARD DESIGN
ADAMH POSTER
ADAMH BILLBOARD
ADAMH COMMUNITY - MERCHANDISE
CHANNELS, ONE VOICE
STIGMA IN THE COPY
CLEAR NEXT STEP, EVERY PIECE
A public health campaign that treats its audience as neighbors rather than case numbers — designed so the hardest step feels like the most obvious one.