The Situation
U of T had just completed an extensive report outlining a new strategic framework to support students in their mental wellness across all aspects of their life at the university.
Yield Branding was hired to launch the report’s content, educate students on the framework, and build support for the approach that would inspire stakeholders to see how they could play an active role.
Human Catalyst
Mental health is everyone’s business.
Our Solution
Given the complexity of the report and recommendations within it, the creative needed to present the content in a simple, yet compelling way that would overcome the negative stereotypes surrounding mental health and bring the subject matter to the forefront of the university in a more open and accepting manner.
Yield Branding landed on the Rorschach inkblot test a visual creative device that could be customized to brand each level of the report across the website and various collateral materials needed to support the program.
The Yield
The campaign received an immediate and strong favorable reaction from the U of T student body that appreciated the sensitive and insightful treatment of the subject matter. Moreover, the report received greater readership and engagement compared to previous reports covering the similar subject matter.