into action

B is for believing mental health care IS health care.

More and more people are finding themselves in need of mental health care. Isolation and separation brought on by COVID-19 have affected us all. Blue Cross Blue Shield of Massachusetts knows showing up for their members means making access to mental healthcare a top priority. Especially now.

Leveraging powerful brand photography the campaign speaks to the unique needs of our diverse member base and highlights a breadth of mental health care options. Because B is for believing you deserve to feel as strong on the inside as you are on the outside.

What we did.

Audience Insights

Strategy & Activation


Creative Development

Mental Health Resource Center

And because BCBSMA knows mental health impacts everyone differently, we connected members to a new Mental Health Resource Center where a breadth of mental health care options allows them to get started on their own terms, in whatever way suits their unique needs. By removing cost barriers to virtual therapy, expanding access to self-guided tools, and adding new clinicians to their network, mental health care is available in more ways than ever before.