Luca Vescovi
Associate Creative Director
Good for You - Colorado Mental Health Campaign
OVERVIEW
Colorado’s Office of Behavior wanted to create a campaign with simple tips for general mental health. They knew two things: people were tired of the same old stuff, and the campaign would need to find a way to appeal more to men.
MY ROLE
In the concepting phase, I came up with the idea of using misdirection in copy to grab people’s attention with the unexpected before delivering the mental health tip. From there, it quickly became a headline-driven campaign with an emphasis on innuendo, idioms, and the unexpected. In addition to the campaign’s strategy and naming, I was also responsible for dozens of headlines, a handful of radio ads — including my first jingle! — posters and swag for Rockies games, and a microsite for mental wellness tips.
