Operation Courage

The goal of Operation Courage, a unique public-private public health initiative, was to ensure that all frontline workers throughout the state of Maryland were matched with available mental health support during the COVID-19 pandemic.

Imagery depicted frontline workers in a wide array of jobs and framed in a variety of ways to be clear that the program wasn’t just for doctors and nurses.

The digital campaign ran from January 28 to May 31, 2021, utilizing organic and paid social media, radio advertising, and Google Display, resulting in millions of impressions and spurred thousands of online assessments to be completed.

The campaign’s success was recognized by FEMA in Spring 2021.

This project was completed in partnership with IMPACT Marketing and Public Relations, Marketing Doctor, the Maryland Department of Behavioral Health, and FEMA.