I had the opportunity to work on The Good For You Campaign for the Colorado Department of Human Services, which aimed to help people manage their mental well-being following the pandemic. My partner and I took a unique approach to break away from the usual mental health axioms by adding a misdirection element. We crafted cryptic and sometimes mischievous innuendos and idioms to present helpful mental health tools in a more honest and less clinical way.

We created numerous copy combinations, which were displayed on a full website that our team built from scratch. The campaign was a success and garnered 6.3 million impressions in the first month alone, demonstrating the effectiveness of our approach. I'm proud to have been a part of a campaign that helped people take care of their mental health during a challenging time.