Radio And video advertising
Apart of my James Madison University - Creative Advertising curriculum, we worked with the campus-wide virtual mental health resource: Timely Care. The core concept is to illustrate the difference in the experience of a senior JMU student before and after using TimelyCare. The campaign will emphasize that TimelyCare is a quick, free service that can help students "Stop the Spiral" of stress and mental health challenges. The requirements are a thirty second radio and video advertisement.
Project Type - Advertising
Date - October 2024
Client - TimelyCare​
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​Role - Project Manager
Collaborators - Clara Campbell, Katelyn McCrady,
Sophie Wright
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Goal - 30% growth in the number of JMU seniors who acknowledge and use TimelyCare by the end of 2025.
For our research, we focused on mental health and mental health treatment for college students. We found that college student's top mental health concern is anxiety and depression. TimelyCare offers 12 scheduled counseling sessions per year as well as the 24/7 crisis support.
Senior year can be a huge stepping stone into a students future and a time where we have to embrace those last moments before it's gone. Our slogan and big idea was "Stop the Spiral." We thought this catchy motto was relatable and created this idea that without the help of Timely Care, our minds would continue to spiral out of control. With mental health being a serious topic, we wanted to try and add bits of reality and actual events that could happen throughout a students day.
Breeze TV is for all things JMU related that is created and ran by SMAD students. This TimelyCare ad will play in between watching BreezeTV videos on their website. Since our persona, JMU senior Hailey, listens to the radio in her car we chose the local radio station: WXJM. From their website WXJM is "The college radio station that most JMU students know...because it is student-run..." The radio ad will be ran during the morning hours when students are driving to class, around 8-10am.
Final Deliverables
Creative Brief
To learn more about the ins and outs of this campaign, click on the images to view our creative brief.