You (Really) Matter
Campaign Strategy | Creative Direction
Archer & Hound developed YouReallyMatter, an award-winning youth suicide prevention campaign for the Tulare County Department of Behavioral Health focused on at-risk youth and the trusted adults in their lives. Through youth-centered messaging, video storytelling, and a digital resource hub, the campaign encourages honest conversations about mental health and connects young people to crisis support.
Ideas Start Rough
(Phase 1: Initial Ideation)
Some of the best campaigns don’t start with polished presentations. They start with messy notebook sketches, and rough concept outlines.
After thorough discovery and research, this concept began as a quick scribble—an early idea for how to communicate a life-saving message to at-risk youth and the trusted adults around them. At that stage, it was nothing more than rough thoughts on paper.
But early ideas are meant to be messy. The important thing is capturing the concept and letting it develop.
(Phase 2: Concept Development)
From that starting point, the strategy and creative team at Archer & Hound Advertising collaborated to refine the idea, shape the messaging, and build a full campaign around it.
The result was YouReallyMatter, a youth suicide prevention initiative created for the Tulare County Department of Behavioral Health. The campaign combines authentic video storytelling with a digital resource hub designed to reduce stigma around mental health and connect youth to crisis support.
I was grateful to serve as Creative Director on the project and work alongside an incredibly talented team that transformed a rough idea into an award-winning campaign.
Campaign Video
