Client Overview
Powered by the behavioral health experts at Nationwide Children’s Hospital, The Kids Mental Health Foundation is the national movement to break stigmas around children’s mental health. Children don’t wear their thoughts on their sleeves. With 1 in 5 children living with a significant mental health concern and half of all lifetime mental health concerns starting by age 14, we need to give them a voice.
The Kids Mental Health Foundation mission is to provide free mental health educational resources to every community in America, to educate families, and empower advocates, because no child or family should struggle alone. The Kids Mental Health Foundation also supports access to services by connecting families to trusted local resources.
Challenge
Nationwide Children’s Hospital sought a strategic marketing partner who could achieve several key growth initiatives as The Kids Mental Health Foundation went from its initial foundation as an important movement to national expansion as a platform with broad reach to multiple stakeholders.
First and foremost, Nationwide Children’s Hospital needed a partner who could lean in shoulder-to-shoulder and establish the The Kids Mental Health Foundation national-level footprint through the strategic development of a digital experience, awareness initiatives, and diverse fundraising programs.
The Kids Mental Health Foundation’s marketing leadership was tasked with attracting and increasing awareness and engagement among multiple The Kids Mental Health Foundation stakeholder audiences from corporate, education, and health partners to influencers and champions of mental health advocacy, individual donors and the grassroots users of resources — parents, teachers, coaches, and children.
It’s no small endeavor to create a nationally-recognized mental health platform.
Insights
As The Kids Mental Health Foundation’s agency of record, Parallel Path continually monitors the national landscape, bringing forth strategic recommendations and refined marketing programs based on key data-informed and market learnings.
Parallel Path needed to educate and drive forward each phase of the digital experience and marketing transformation for The Kids Mental Health Foundation including their website, product, content, and marketing campaigns.
Founded in Columbus, OH, The Kids Mental Health Foundation is a national movement; however, local/regional awareness was critical to rooting the organization with a foundation for growth.
Solution
Taking a thoughtful data-driven approach, Parallel Path delivered persona and customer journey research to inform digital experience consulting and management of performance media strategy, execution, and optimization.
Over three years and running, Parallel Path connected and pulled through audience engagement via integrated campaign touchpoints.
National media strategy, planning, and management included buying digital and traditional media directly from premium publishers such as New York Times, O Magazine, The Wall Street Journal, National Public Radio, as well as core digital publishers, Google, Facebook, Instagram, LinkedIn, Twitter, Youtube, Pinterest. Programmatically, Parallel Path has reached audiences across the Open Web and integrated campaigns via digital radio, display, native, and connected TV.
Parallel Path assured that the brand messaging and strategic objectives pull through from advertising to the digital experience by supporting the website and landing page user experience and user flow.
Results
- Since its inception in 2018, The Kids Mental Health Foundation is now recognized as a leading organization in mental health awareness, advocacy and resourcing with more than 2 million people interacting with the free pediatric mental health educational resources at kidsmentalhealthfoundation.org and the educator curriculums has reached more than 1.8 million students across the United States.
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The The Kids Mental Health Foundation corporate partners roster has grown to include some of the most respected brands and organizations in America such as Abercrombie & Fitch, Bend Active, Big Lots, Cheryl’s, Columbus Crew SC, Homage, JOANN, Nationwide, and Panera.
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Education Partners, GoNoodle, Young Minds Inspired, and Boys & Girls Club of America, are helping the The Kids Mental Health Foundation Alliance reach one million classrooms, or 1 in 4 students.
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The Kids Mental Health Foundation also partners with hospitals nationwide that are using its resources in their own communities.
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With support from Parallel Path, The Kids Mental Health Foundation reach and impact in supporting children’s mental health continues to grow annually.