Case Study: NAMI Chicago increases mental health helpline use with Marketing for Change

NAMI Chicago increases helpline call volume 70% with Marketing for Change

NAMI Chicago faced the challenge of increasing utilization of its mental health helpline in a crowded landscape. Many potential users were unfamiliar with the service, unsure when to reach out, and overwhelmed by other support options. They partnered with Marketing for Change on a behavior change campaign to build familiarity and make the helpline feel approachable before a moment of need.

Marketing for Change developed a localized, multilingual campaign grounded in behavioral science to reduce barriers like uncertainty and stigma. The strategy used culturally relevant creative and clear messaging to explain the helpline's support. This approach resulted in a 70% year-over-year increase in call volume, connecting significantly more people to mental health resources, and over 49 million campaign impressions.

NAMI Chicago