Aetna x Mental Health
Background
Aetna is a company that advocates for proactive health, not just reactive health. One that supports the whole health of individuals, including their mental health and overall emotional well-being. Aetna Behavioral Health has tools and resources to help members and consumers with their mental health needs, from recognizing signs of depression to suicide prevention support.
Problem
Aetna wanted an innovative way to talk about mental health on their social media pages.
Solution
Create a social media strategy that creates a unique positioning for Aetna in the mental health space. We conducted research around competition, their audiences, and their main channels sentiment around mental health. From there, we created a social ambition to “Make mental health accessible and achievable to everyone by leveraging the interactivity of social through content that always inspires action.” Our approach was to “Flip social media to be a positive tool (instead of a negative overload) to help you take control of your own mental health right now.” This was our north star for creating social media content for the brand!