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Well-Being Collective Mental Health Campaign

A Case Study

The Well-being Collective collaborated closely with Michigan Creative to launch their new university initiative. We worked with them to develop and implement the communications strategy, website and full multimedia campaign.

A collection of illustrated characters representing emotions

Connecting Campus with Mental Health Resources

In 2022, the University of Michigan (U-M) established the Well-being Collective, an institution-wide approach focused on addressing the holistic needs of our campus. One of its first tasks was to create a multimedia campaign to increase community awareness, engagement, and use of mental health resources on the Ann Arbor campus.


To raise awareness about mental health and well-being resources and programs at U-M and educate the campus community about the work of the Well-being Collective.


32K users visited the website The Tools and Resources page had 17K visitors, with “Tools for Students” being the most common “next click" Paid advertising was the strongest tactic for driving site traffic — accounting for 73% of all visitors Paid digital advertising achieved 9.1M impressions Both Meta and Google were successful at generating ad clicks, with Google achieving a higher click-through rate, a lower cost-per-impression and a lower cost-per-click The Learfield/U-M Athletics partnership reached 20,300 email accounts Five tabling events across four sports distributed 500 Well-being Collective blankets We integrated student voices into the campaign via an NIL ("name, image and likeness") agreement with U-M football player Blake Corum and U-M basketball player Laila Phelia

Project Goals

Educate the U-M community about the Well-being Collective
Raise awareness about mental health and well-being resources for students, faculty and staff
Reduce the stigma about mental health
Promote U-M’s adoption of the Okanagan Charter
Share language that the charter’s call to action to promote action and collaboration
Provide information about resources, initiatives and activities that support the charter
A representation of how the emoti-beings ads would look on Facebook
A carousel of images representing how the Emoti-Being concept could be presented on the Meta platform. The text reads: If you're feeling blue, or stressing out, healthy habits can help you feel better, explore well-being programs at U-M. This is followed by a well-being collective branded U-M logo as well as the text: helping leaders feel their best accompanied by the URL
  • 32K

    users visited the website

  • 20+

    campus tactics used

  • 9.1M

    impressions through paid digital advertising

The homepage hero area of the well-being colletive website in desktop and mobile mockups

“Michigan Creative’s proactive, in-depth project management provided high-touch, personalized service advanced the objectives of the Well-being Collective. The Michigan Creative team is professional, polished, and creative and is nimble to adjust to our evolving priorities. The creative concept, coupled with Michigan Creative’s network across the University, allowed for the maximum reach of the Well-being Collective.”

— Well-being Collective Leads
Two desktop sized layouts of the well-being collective website

Award-Winning Work

The Well-being Collective Student Mental Health Awareness Campaign was recognized with a Gold Award for Best Communications Initiative by the 2023 Circle of Excellence Awards and the 2023 Pride of Case V Awards presented by the Council for Advancement and Support of Education (CASE).

Two desktop sized layouts for the well-being collective website
Various mobile web layouts of the well-being collective website