Tyra Rose

In this campaign, I wanted to create copy that would make viewers pause. Each billboard captures a different perspective on life with mental health challenges—whether through the eyes of a child, a caregiver, or someone navigating a mental health condition themselves. By pairing human-centered storytelling with advocacy-driven messaging, the work helped support MQ’s mission to raise awareness and engage supporters. During my time on the account, MQ grew its digital subscriber base by 13%, and The MQ Foundation USA raised $1.87 million in 2022.

One of my favorite things to do as a copywriter is turn information into action, especially when it comes to advocacy. For this email campaign for MQ Mental Health, I focused on making the conversation around depression treatment more accessible while encouraging readers to support research into new and more effective treatments beyond SSRIs. The goal was to educate without stigmatizing mental health, inspire advocacy, and ultimately turn awareness into donations that can help create a future with more options for people living with depression.

You might be wondering why everyone’s face is covered on these billboards—this was all by design. For this campaign, I was tasked with bringing healthcare disparities faced by marginalized groups to the forefront. By concealing part of each person’s face, I am forcing the perspective of the statistic and further reflecting the distorted view many healthcare systems have on each demographic.

During the pandemic, violence toward healthcare workers rose significantly. The Keep Them Safe Campaign was created to inform Pennsylvania patients about this growing issue while also expressing solidarity with healthcare workers and advocating for policy changes to better protect them. The campaign contributed to advocacy efforts that helped advance the SAVE Act, federal legislation that established enhanced penalties for assaulting hospital employees and authorized $25 million in grant funding to reduce workplace violence.