NAMI Marketing Ideas: How NAMI Uses Place-Based OOH Media to Support Mental Health
The National Alliance on Mental Illness (NAMI) plays a crucial role in advocating for mental health awareness, education, and support across the country. As mental health challenges continue to affect individuals of all ages, NAMI’s efforts to meet people where they are—physically and emotionally—has never been more important. That’s why more NAMI affiliates are turning to place-based out-of-home (OOH) media to increase their visibility and connect with communities in meaningful ways.
What Is Place-Based OOH Media Related to Mental Health Awareness?
Place-based OOH media refers to advertising and educational messaging that appears in high-traffic, community-centered locations—think clinics, grocery stores, barber shops, high schools, community centers, laundromats, and more. These are trusted, everyday environments where people naturally spend time, making them ideal settings for delivering sensitive and helpful messaging around mental health.
Why It Works for NAMI Campaigns
Reaches People During Real-Life Moments
Mental health doesn’t exist in isolation. By placing messaging in everyday venues like clinics or community centers, NAMI campaigns are seen when people are already thinking about health, relationships, or daily stresses. This makes the message more timely and impactful.
Localized Messaging for Local Communities
Place-based media allows NAMI chapters to tailor messaging to specific neighborhoods or populations. Whether it’s reaching Spanish-speaking communities, youth in urban schools, or rural veterans at a local pharmacy, this hyper-local approach ensures that messaging feels relevant and culturally aware.
Reduces Stigma Through Visibility
Seeing mental health messages in everyday places helps normalize the conversation. Posters in high schools that promote peer support groups, or digital screens in waiting rooms highlighting helpline resources, can encourage individuals to seek help without feeling singled out.
Encourages Action with Clear CTAs
Place-based OOH campaigns often include QR codes, tear-away flyers, or take-one brochures that make it easy to get involved. Whether it's learning more about mental illness, signing up for a support group, or accessing a helpline, clear calls to action empower people to take the next step.
Real-World Examples
NAMI launched a multilingual mental health awareness campaign in multicultural venues and youth centers across Chicago’s West Side. The campaign included posters with tear-off resources and mirrored messages in both English and Spanish.
NAMI launched a community resilience campaign in low-access neighborhoods by using posters, window clings and countertop displays in corner stores, encouraging families to attend free local wellness workshops.
Final Thoughts
NAMI’s mission is deeply personal—and incredibly urgent. By using place-based OOH media, local affiliates can connect with individuals in the places they already feel safe and seen. The result is a powerful combination of presence, accessibility, and action that helps drive real progress in mental health awareness and care.
If you're a NAMI affiliate looking to expand your reach or increase campaign impact, place-based OOH media could be a strategic, cost-effective solution. Let's talk about how to bring your next campaign to life in the spaces where it can matter most.
