Destigmatizing Mental Health Through Storytelling
Diamond View, a Tampa Bay-based video production agency, has teamed up with Tampa Bay Thrives, a coalition of community leaders dedicated to improving mental health and addressing substance abuse issues in their region. Their latest endeavor is a continuation of the previously launched #IYKYK Campaign, which supports Tampa Bay Thrives’ mission to destigmatize mental health difficulties and promote mental health solutions.
A 2022 survey commissioned by Tampa Bay Thrives revealed that 70% of Tampa Bay residents experience at least one poor mental health day in a month, leading the company to collaborate with Diamond View on emotionally driven videos to be used as a force for good by connecting brands and communities in conversation around mental health awareness. Throughout the campaign, doctors, patients, and therapists share their stories and offer advice on how to navigate one’s mental health journey.
Carrie Zeisse, President & CEO of Tampa Bay Thrives
BrandStorytelling caught up with Carrie Zeisse, President and CEO of Tampa Bay Thrives, along with Diamond View directors Jason Blanc and Vanessa Diaz, to learn more about the inception of the campaign and how to motivate other organizations with a responsibility to their community to build bridges through engaging storytelling:
Carrie, can you share the origins of Tampa Bay Thrives and the initial vision behind its formation?
Carrie Zeisse: Tampa Bay Thrives was founded in 2019 by leaders who sought an innovative approach to improving mental health in our community. As a diverse, cross-sector coalition, we are deeply connected to mental health initiatives and dedicated to addressing mental health and substance use disorder challenges in our region. Tampa Bay Thrives envisions an emotionally healthy community where mental health is a priority and all thrive together.
Vanessa Diaz, Director at Diamond View
Vanessa and Jason – How does Diamond View ensure authenticity and sensitivity when working with individuals sharing their personal mental health stories?
Vanessa Diaz: It’s not always easy to dive into topics like mental health, grief, or trauma. Very often, I have found myself crying on set along with the people we interview. But these are stories that need to be told.
We take productions like these seriously. We usually do a pre-interview so the subject is comfortable with us and our process; let them know that we’re bringing in lights, crew, and gear. We try to honor their privacy and limit crew on set if they are more comfortable that way. We research the topic we’re diving into to make sure we come from a place of understanding.
I think coming from a place of empathy is what creates a comfortable environment and an authentic one. In some cases, I have experienced what the interviewee has experienced; in some cases, I can’t even imagine going through what they went through. But no matter what, I need to put myself in their place and try to feel what they’re feeling. That creates an authentic conversation, but more importantly, a safe place to have that conversation.
Jason Blanc, Director at Diamond View
Jason Blanc: It’s important to establish trust between the interviewee, so I like to make sure that the interviewee and I have a private conversation to help them feel comfortable without the cameras rolling. I always want the interview to feel like a conversation between trusted friends so establishing a relationship is key.
Can you elaborate on the process of navigating creation and distribution between Tampa Bay Thrives and Diamond View?
VD: Tampa Bay Thrives had their #IYKYK campaign in place before collaborating with us on the videos. It was our job to translate that campaign and message visually. TBT wanted something that would make you stop and watch and they were excited to brainstorm together. With their campaign in mind, we began work on the concept – a visual of what it feels like when your world is in black and white and no one can see it but you. We presented our idea to TBT and it became a reality!
JB: The best way for us to work is that Tampa Bay Thrives approaches us with a few references or a video that achieves the right emotion or feeling from the audience, and then a collaboration starts as we begin to craft a collaborative vision. Then, we share the video everywhere we can. The goal is to erase the stigma around mental health and the only way we can do that is by talking about it.
What specific factors from the 2022 survey motivated you to continue the #IYKYK Campaign with Diamond View?
CZ: Our research revealed that although there is an increasing comfort in discussing mental health, further efforts are required to fully destigmatize the process of seeking care. Many residents expressed a desire for a transparent view of what therapy truly looks like. Based on our successful collaboration with Diamond View last year, we knew they would be an excellent fit for this year’s campaign extension. Once again, they exceeded our expectations, doing a remarkable job of conveying new stories that work to demystify the process of seeking care.
How do you plan to sustain the momentum of the #IYKYK Campaign and continue its impact in the future?
VD: There are so many stories that need to be told. I would love to partner with TBT again to share more stories and reach more people.
What advice would you give to other organizations looking to create impactful, emotionally driven campaigns around sensitive issues like mental health?
VD: I think the best thing you can do is come from a place of authenticity. Be passionate about the topic. Lose yourself in it. Don’t do it unless you care or feel a connection to it. When you’re emotionally invested, the subjects you interview feel it, the viewer feels it and you make something you care about.
JB: I think the most important aspect is authenticity. People don’t connect with a well-composed shot, lighting, or props. People connect with people.
Visit Tampa Bay Thrives to experience the full IYKYK campaign.
Click HERE to read the original article by Jordan P. Kelley, Content Director, BrandStorytelling.
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Director: Jason Blanc, Vanessa Diaz
Executive Producer: Susan Mulvey
Producer: Jeff McKown, Noah Remondelli
DP: Nick Morales
Editor: Mike Tyson, Camila Camacho, Cory Draper, Kaya Gremer
B Cam: Camila Camacho
Set Designer: Amy Malizia
Art PA - Carlos Acevedo
Gaffer: Tony Sorvala, Mac Arizmendi
Grip: Demi Freitas
Sound Mixer: Mark Farag, Will Dehaan
H/MU - DeeDee Cardenas
Production Asst.: Malcolm Curry
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