ViacomCBS channels like MTV and VH1 were some of the first pop culture arenas to address mental health head on. In 2006, MTV partnered with the JED Foundation to launch the Half of Us initiative to address the rising rates of mental health issues in young adults.
The Half of Us initiative made major strides in transforming the conversation around mental health, but after 15 years, it was time for a fresh start. In 2021, ViacomCBS partnered with Stink Studios to rebrand the initiative, now called Mental Health is Health, and to create a new digital resource hub that makes mental health feel relevant, inclusive, and actionable.
We designed the new MHIH logo and brand identity to express an updated point of view on mental health that felt authentic to youth culture today. The new logo uses a modified equal sign to emphasize that mental health is just as important as physical health, and we used a colorful palette and a playful font pairing to create an active and affirming brand.
In redesigning the website, we wanted to create an authentic, approachable experience that empowers visitors to take charge of their mental health, no matter where they’re at.
Knowing that many people come to the site to help a friend or loved one, we also wanted to create a way to explore a broad range of emotions and conditions and create an action plan to address what they’re experiencing. The site connects visitors with advocacy groups and offers straightforward advice on how to talk about and take action on mental health.
To launch the new brand and website, we helped Viacom create social media assets, pre-roll videos, and a microsite for Mental Health Action Day – a powerful initiative to highlight mental health awareness.