1  —

Problem

Western approaches to mental health were not designed for Black, Indigenous and People of Color communities, and have actually done harm. 

2  —

Idea

Reclaim Our Wellness: Our History is Our Strength. Mental Well-being that Reconnects Us to Our Roots. Use a three tiered approach to educate, heal, and reconnect to our communities.

3 —

Reach

The campaign reached 31M people and helped over 840K people across mental well-being resources. Brand lift was above baseline for Mental Health campaigns with a 1.8% lift for a new brand.

In honor of Black, Indigenous and Other People of Color Mental Health Awareness Month, Meta's Health Partnerships team partnered with the Association of Black Psychologists, Asian American Psychological Association, National Latinx Psychological Association, and Indigenous Wellness Research Institute to launch new culturally releveant expert wellness guides for BIPOC communitions on Meta's Emotional Health resource center across Facebook and Instagram.

The campaign was created to 'reset' and reclaim the many mental health practices that already exists within BIPOC communities.

RE: Claim

Each ad ran through their respective psychological association, leading users through an Instagram Instant Experience with curated resources for Mental Health.

We created a brand toolkit to enable 19 educators and creators who created 7 Facebook and Instagram Lives and over 50 unique assets.

We partnered with 20+ Creators

Scaling Community Resources

Each ad ran through their respective psychological association, leading users through an Instagram Instant Experience with curated resources for Mental Health.