Mental Health Support + Hope

Campaign Summary

Sinclair partnered with The National Alliance on Mental Illness (NAMI) to launch Sinclair Cares: Mental Health Support + Hope, a campaign aimed at bringing mental health awareness, with a focus on youth and young adults. The campaign ran through the month of March 2023.

NAMI is the nation’s largest grassroots mental health organization dedicated to building better lives for the millions of Americans affected by mental illness through advocacy, education, support and public awareness.

Sinclair Cares: Mental Health Support + Hope was supported through public service messaging across Sinclair’s television stations and Tennis Channel network, airing over 34,000 promotional announcements, producing over 99,000,000 impressions.

The campaign quickly gained traction and generated a lot of engagement, with many people sharing their personal experiences and stories of overcoming mental health struggles.

The National Desk (TND) and Sinclair’s local content centers, in partnership with NAMI, produced content to air within stations’ newscasts, while helping to connect viewers with local NAMI affiliates for resources and information. Over 170 stories aired across Sinclair’s network of properties.

In addition, Sinclair produced a Town Hall special, hosted by Liz Bonis, WKRC Health Reporter, with stories sharing how families are coping with mental health concerns, how to identify the warning signs of a mental health crisis, and to help find help and hope through a NAMI location in their community. Over 90 airings of the Town Hall special aired across Sinclair television stations across the country.

Sinclair set up and conducted 23 live interviews with NAMI’s chief medical officer, Dr. Ken Duckworth to talk about the book he wrote for NAMI, “You Are Not Alone: The NAMI Guide to Navigating Mental Health – With Advice from Experts and Wisdom from Real People and Families.”

Sinclair Cares: Mental Health Support + Hope, in partnership with NAMI, helped raise awareness of mental illness and showed people that they are not alone in their struggles. The campaign helped in reducing stigma, and encouraged people to seek help if they need it. The partnership demonstrated the power of collaboration between organizations to make a positive impact on the lives of those struggling with mental illness.