MADISON METROPOLITAN SCHOOL DISTRICT
School Mental Health Marketing: MMSD’s 5 to Thrive Success
The Madison Metropolitan School District (MMSD), Wisconsin’s second-largest public school district serving over 25,000 students, faced rising youth mental health concerns. They sought to increase awareness and accessibility of their school-based mental health and well-being services. Our response was a comprehensive “5 to Thrive” campaign designed to simplify messaging, increase clarity around available mental health supports, and shift toward proactive well-being strategies.
Celebrating its success, the 5 to Thrive campaign was awarded a 2024 NSPRA Golden Achievement, which recognizes outstanding, strategic work in all aspects of school public relations, communication, marketing and engagement.
Brand Development: Crafting a Wellness Identity
At the heart of our campaign was the creation of the “5 to Thrive” brand identity. This powerful concept embodies five key components of mental health and wellness: learning, caring, belonging, connecting, and thriving. These elements were chosen to pair with the district’s already existing branding.
We designed a visually appealing logo and tagline that resonates with students, staff, and families alike. To strengthen the brand’s impact further, we recommended renaming the department to “School-Based Mental Health and Well-Being,” a clear and impactful title that better reflects its mission.
Mapping the Mental Health Message
The comprehensive communications plan was carefully crafted to align with MMSD’s vision and strategic framework. We focused on inclusivity, accessibility, and holistic support for student well-being, developing targeted messaging for various stakeholders, including students, staff, families, and community partners. Our multi-channel approach encompassed digital, print, and in-person communications, ensuring widespread reach and engagement across the district.
Digital Transformation
A cornerstone of our strategy was the revamp of MMSD’s mental health landing pages. We implemented a user-friendly hierarchy at Mental Health & Well-Being and Mental Health Resources, ensuring easy navigation for all users. The redesigned pages prominently display crisis lines and immediate access to critical resources. Additionally, we added a staff directory to help build access and community connections.
We also created mental health resource pages for each school, which are built from shared content (update it in one place, and every school receives the latest information!). Throughout the redesign, we prioritized mobile responsiveness and accessibility, plus language translation, ensuring that these vital resources are available to all, regardless of device or ability.
We enhanced internal communication by developing a comprehensive intranet page for all staff, providing targeted mental health resources and information. Additionally, we created a secure, internal document library that allows school-based mental health professionals to access critical forms and resources from any location, streamlining their workflow and improving service delivery.
Culturally-Conscious Collateral
To support the campaign, MMSD produced an impressive 61,000 pieces of collateral in both English and Spanish. We designed templates and toolkits for consistent branding across all 52 schools and created various digital and print materials such as posters, flyers, social media graphics, and presentations.
Recognizing the diverse nature of MMSD’s community, we strongly emphasized language accessibility and cultural sensitivity. We collaborated closely with bilingual MMSD staff to effectively reach diverse communities and address cultural stigmas surrounding mental health through thoughtful, inclusive messaging.
Measuring Success: The Ripple Effect of 5 to Thrive
The campaign’s impact was swift and significant. We observed increased website traffic and engagement time, surpassing national averages. Notably, 42% of internal mental health staff reported a rise in referrals or support requests in just the first two months, indicating improved awareness and accessibility of services.
The campaign garnered positive feedback from internal stakeholders and external mental health providers alike. Additionally, the campaign earned a prestigious Golden Achievement Award from the National School Public Relations Association (NSPRA). Most importantly, it facilitated early access to mental health resources for students and staff, contributing to a safer and more supportive school environment.
A UW-Madison Professor remarked, “I work with schools all over the country and haven’t seen a district dive in this way to increase visibility and accessibility. Kudos to your team.” This testimonial underscores the innovative and comprehensive nature of MMSD’s work, setting a new standard for mental health initiatives in educational settings.
