Strong as Granite

Gas Pump Toppers, Billboards & Digital Ads

Initium Health was selected by the New Hampshire Department of Health and Human Services to develop and deploy a multi-media marketing campaign to help raise awareness of available resources and phone numbers for suicide prevention and behavioral health care. As the state is known for being The Granit State, the campaign was decidedly called, “Strong as Granite,” to represent the strength and resiliency found in the people of New Hampshire and works to destigmatize help-seeking behavior. To represent each individual’s journey of mental health and help destigmatize help-seeking behavior, the campaign focuses on close-ups of individual faces and positive emotions.

During mid-process, I was brought on to help bring several conceptual advertisements to the finish line, out to the printer and ensure the continuation of the Strong as Granite vision. At the top, you’ll see examples of some of the early concepts and finished advertisements that were presented to me as the starting point for my work. The campaign was a large group effort with multiple contributors and artists. One of the first advertisements I was asked to work on was gas pump toppers. Given only one concept art, I was responsible for expanding the new series to multiple photographs, messaging, and multiple sizes. Click here to see all final gas pump toppers at final locations. I was also responsible for creating several billboards, newspaper and digital ads, and much more. Overall the Strong as Granite campaign was hugely successful with over 8 million impressions and even nominated for several awards!