The Mental Health Association of Maryland saw a clear need within the communities of the state's four Historically Black Colleges and Universities (HBCUs): greater awareness of Mental Health First Aid and access to mental health resources that felt culturally relevant and genuine. Addressing that need meant more than just creating materials. It meant taking the time to truly understand the audience and craft a strategy that would resonate.

A comprehensive communications approach was developed that brought together culturally responsive marketing materials, empathetic and informative messaging, and targeted radio outreach. Interactive educational kits were also created to spark meaningful learning and conversation around Mental Health First Aid on campuses. Throughout the process, strategic consultation on audience insights and message development helped ensure every piece of the effort felt authentic and relevant to the HBCU community.