The Challenge: Fashion designer Kenneth Cole knew that America was undergoing a national mental health crisis. Having worked for decades to de- stigmatize AIDS, Kenneth had experience launching an advocacy campaign that shifts the culture of an issue. In early 2020, he formed the Mental Health Coalition (MHC), a joint effort with thirty of the country’s most prominent mental health organizations. MHC’s goal is to de-stigmatize and rebrand mental health and drive Americans to critical resources from the organizations that are making a difference. Kenneth approached TASC to help the coalition gain national media attention and form strategic partnerships with celebrities, influencers, policy leaders, corporations and organizations to create unique programs that would encourage people to talk honestly about mental health.

Our Strategy: TASC worked to develop Kenneth’s thought leadership and elevate him as a national expert on this issue. TASC identified national speaking opportunities, crafted core messaging, built partnerships with prominent influencers and forged relationships with key media outlets.