Case Study: Cook County Department of Public Health boosts mental health engagement with Flowers Communications Group

Cook County Department of Public Health boosts mental health engagement with Flowers Communications Group and higher-than-benchmark CTRs

Flowers Communications Group partnered with the Cook County Department of Public Health to address the challenge of normalizing conversations around mental health, particularly within Black and Latino communities where the subject is often stigmatized. The customer needed an integrated campaign to humanize mental health challenges and direct individuals to vital well-being services.

The vendor implemented a culturally competent strategy using a mix of radio, digital, and social media. This included developing a custom content series for "real talk," engaging spokespeople as subject matter experts, and hosting activations at community events. The campaign achieved click-through rates significantly higher than platform benchmarks, with radio DJs and LGBTQ+ podcasts generating the highest engagement, successfully providing vital information to those seeking it.

Cook County Department of Public Health