The move

The hook is a piece of paper. Each episode opens with a real member reading a statistic for the first time on camera: 98% say work has negatively impacted their personal life. 76% say work stress has damaged their physical health. 71% have lost a relationship to it. We filmed the moment the number lands on a real face. No script survives contact with that.

The result

A complete campaign system: a 3-minute hero film, three 90-second vertical episodes, a teaser, and the supporting social content, delivered across organic social, YouTube, paid, and internal channels for Mental Health Awareness Month.