Healthcare Marketing Impact Awards - 2023

Campaign: The Society of Valued Minds
Agency/Firm: minds + assembly
Client: Otsuka America Pharmaceutical

Otsuka America Pharmaceutical sought to address the mental health crisis among people ages 18 to 24 with the creation of an Instagram page titled The Society of Valued Minds. The campaign, created by minds + assembly, aimed to build awareness for young people through self-expression, advocacy and the development of a community. 

“The Society of Valued Minds,” which won gold among suppliers, vendors and pharmaceutical companies for Social Media Campaign of the Year, launched with posts from several social media influencers living with self-disclosed mental health conditions. Campaign creators then developed educational content to be posted on YouTube, Instagram and TikTok, as well as one-off social media posts to address current events related to mental health. Through social media, followers of the society were asked to submit their own content to be featured on its pages.

The agency said the campaign has reached 97 million people, with 133 million reported impressions and 1.3 million reported engagements. The Society has connected with 13,000 followers through direct messages and conversations about mental health needs, according to the agency. It also formed partnerships with several mental health nonprofit organizations, including Mental Health America. The Society now relies less on influencers and more on members sharing their mental health journeys for content, which was the initial goal.