Springboard Community Services
Jump In Campaign
Non-profit | Marketing | Print Design | Video Production | Photography | Editing| Retouching | Digital Advertising
Baltimore is a proud city with a diverse culture and vibrant history, but it also has its fair share of problems, particularly among black men. The stigma against asking for help or seeking mental healthcare is incredibly evident within the community. Springboard Community Services and United Health Care wanted to do something about this, and partnered up to push back against this stigma. The goal was to build an awareness campaign designed to meet people where they were, without shaming or chastising them, and to promote mental healthcare for all.
To meet this challenge, we developed the Jump-In Anti-Stigma campaign. The campaign material covered everything from photo, video, print (billboards, bus wraps, and city kiosks), and digital ads.
Our overall concept focuses on a young black male who, after gaining support from his community, triumphs over their opponent in a one-on-one basketball game (against themselves).
To get all of the necessary deliverables (both photo and video), we followed a detailed plan that included a ton of pre-production (ie, scriptwriting, storyboarding, location scouting, and securing talent). We had single shoot day that was organized to capture both the basketball match and flashback scenes. We had an 9-person crew—director, cinematographer, producer, photographer, photo assistant, gaffer, grip, PA, and a hair & makeup artist. Integrating photography alongside video helped us maintain consistent visuals across all campaign media while minimizing costs for the client.
Social Cutdown
For the print and digital design side of the campaign, Stereoscope completed the project with key visual ideation and graphic design deliverables, including six initial concepts with vertical and horizontal options and five rounds of revisions. The stills captured during the video/photo shoot of the talent on set provided all of the media needed for the campaign designs, without needing to resort to stock imagery.
The campaign design covered billboards, bus wraps, city kiosks, and online digital banners. It also supported much of the motion graphics used for the video ads.
The Jump-In Anti-Stigma campaign exemplifies the impact of strategic storytelling in addressing mental health stigma among Black men in Baltimore. Through a powerful narrative of self-triumph and community support, paired with cohesive visuals across photo, video, and design, the campaign met its audience where they were—empowering individuals to seek help without judgment. By combining authenticity with creative execution, this initiative fostered meaningful conversations about mental health, increased interest from funders partners and potential clients, and demonstrated how community-driven messaging can inspire action and change.
