Kaiser Permanente’s goal is to help people thrive, yet mental health is often not included in that equation. We wanted to use the brand’s voice to bring attention to depression. The multi-channel campaign breaks the silence and helps de-stigmatize depression, de-isolating tens of millions of sufferers. The website experience is a disruptive way of reminding people that by breaking the silence, we can help those who suffer. The website serves as a campaign hub and a launch pad to continue to spread this message and combat depression in our communities.

The :60s spot debuted in prime time programming across KP regions during the month of October to support Mental Health awareness month. The spot also ran across supporting popular top performing digital publishers through connected TV such as Hulu (premium binge-worthy programming) and NCC media (local streaming video provide) to name a few.

Findyourwords.org combines those lyrics with voice recognition technology. Users interact with the on-screen character to see the impact their words can have. They can also learn more about depression, find tools and support for fighting depression and create a customizable share card to show their support on social media.

In the first three months since the campaign launch in October, the website saw over 160,000 visitors. 80% of those visitors came through unpaid media and referrals versus paid media, demonstrating the success of the site in creating organic interest and conversation. The social media conversation, ignited in part by the site, has delivered over 2.9 million reactions on Facebook and 1.4 million on Twitter. The activity has been picked up in healthcare and mainstream media outlets as well as blogs. Thus far, the campaign has been effective at breaking the silence of depression and creating a conversation about a very difficult topic.