Community Coalition Uses Storytelling to Destigmatize Mental Health

Jordan P. Kelley, Content Director, BrandStorytelling

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Diamond View, a Tampa Bay-based studio and post-production house, has teamed up with Tampa Bay Thrives, a coalition of community leaders dedicated to improving mental health and addressing substance abuse issues in their region. Their latest endeavor is a continuation of the previously launched #IYKYK Campaign, which supports Tampa Bay Thrives' mission to destigmatize mental health difficulties and promote mental health solutions.

A 2022 survey commissioned by Tampa Bay Thrives revealed that 70% of Tampa Bay residents experience at least one poor mental health day in a month, leading the company to collaborate with Diamond View on an emotionally driven videos to be used as a force for good by connecting brands and communities in conversation around mental health awareness. Throughout the campaign, doctors, patients, and therapists share their stories and offer advice on how to navigate one's mental health journey.

BrandStorytelling caught up with Carrie Zeisse, President and CEO of Tampa Bay Thrives, along with Diamond View directors Jason Blanc and Vanessa Diaz, to learn more about the inception of the campaign and how to motivate other organizations with a responsibility to their community to build bridges through engaging storytelling:

Watch more videos from Tampa Bay Thrives here.

Carrie, can you share the origins of Tampa Bay Thrives and the initial vision behind its formation?

Carrie Zeisse: Tampa Bay Thrives was founded in 2019 by leaders who sought an innovative approach to improving mental health in our community.  As a diverse, cross-sector coalition, we are deeply connected to mental health initiatives and dedicated to addressing mental health and substance use disorder challenges in our region. Tampa Bay Thrives envisions an emotionally healthy community where mental health is a priority and all thrive together.

Vanessa and Jason - How does Diamond View ensure authenticity and sensitivity when working with individuals sharing their personal mental health stories? 

Vanessa Diaz: It's not always easy to dive into topics like mental health, grief, or trauma. Very often, I have found myself crying on set along with the people we interview. But these are stories that need to be told.

We take productions like these seriously. We usually do a pre-interview so the subject is comfortable with us and our process; let them know that we're bringing in lights, crew, and gear. We try to honor their privacy and limit crew on set if they are more comfortable that way. We research the topic we're diving into to make sure we come from a place of understanding. 

I think coming from a place of empathy is what creates a comfortable environment and an authentic one. In some cases, I have experienced what the interviewee has experienced; in some cases, I can't even imagine going through what they went through. But no matter what, I need to put myself in their place and try to feel what they're feeling. That creates an authentic conversation, but more importantly, a safe place to have that conversation.

Jason Blanc: It's important to establish trust between the interviewee, so I like to make sure that the interviewee and I have a private conversation to help them feel comfortable without the cameras rolling. I always want the interview to feel like a conversation between trusted friends so establishing a relationship is key.

Can you elaborate on the process of navigating creation and distribution between Tampa Bay Thrives and Diamond View?

VD: Tampa Bay Thrives had their #IYKYK campaign in place before collaborating with us on the videos. It was our job to translate that campaign and message visually. TBT wanted something that would make you stop and watch and they were excited to brainstorm together. With their campaign in mind, we began work on the concept - a visual of what it feels like when your world is in black and white and no one can see it but you. We presented our idea to TBT and it became a reality!

JB: The best way for us to work is that Tampa Bay Thrives approaches us with a few references or a video that achieves the right emotion or feeling from the audience, and then a collaboration starts as we begin to craft a collaborative vision. Then, we share the video everywhere we can. The goal is to erase the stigma around mental health and the only way we can do that is by talking about it. 

What specific factors from the 2022 survey motivated you to continue the #IYKYK Campaign with Diamond View?

CZ: Our research revealed that although there is an increasing comfort in discussing mental health, further efforts are required to fully destigmatize the process of seeking care. Many residents expressed a desire for a transparent view of what therapy truly looks like. Based on our successful collaboration with Diamond View last year, we knew they would be an excellent fit for this year's campaign extension. Once again, they exceeded our expectations, doing a remarkable job of conveying new stories that work to demystify the process of seeking care.

How do you plan to sustain the momentum of the #IYKYK Campaign and continue its impact in the future? 

VD: There are so many stories that need to be told. I would love to partner with TBT again to share more stories and reach more people. 

What advice would you give to other organizations looking to create impactful, emotionally driven campaigns around sensitive issues like mental health? 

VD: I think the best thing you can do is come from a place of authenticity. Be passionate about the topic. Lose yourself in it. Don't do it unless you care or feel a connection to it. When you're emotionally invested, the subjects you interview feel it, the viewer feels it and you make something you care about. 

JB: I think the most important aspect is authenticity. People don't connect with a well-composed shot, lighting, or props. People connect with people.  

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Visit the Diamond View Studios site to learn more about the production company. Visit Tampa Bay Thrives to experience the full IYKYK campaign.

About Carrie Zeisse

Carrie Zeisse is President & CEO of Tampa Bay Thrives; a multi-sector mental health coalition launched by leaders in the Tampa Bay region who care deeply about the community’s mental health. Carrie was hired in 2020 to develop and lead a multi-county approach to mobilize the community to strengthen behavioral health outcomes for depression, anxiety, and substance use disorder by focusing on early intervention, access, and awareness.

Carrie’s previous experience in the non-profit sector has been focused on developing transformational partnerships that engage businesses, individuals, community partners and government entities in important mission-focused work. She served as Chief Operating and Strategy Officer at United Way Suncoast, Chief Operating Officer at United Way of Greater Portland in Maine, and as the Vice President of Economic and Business Development at the Boston Harbor Island Alliance in Massachusetts. In these roles she led strategic planning, operations, finance, marketing, and volunteer engagement functions to align teams and community vision.

Carrie holds a Master in Business Administration degree from MIT’s Sloan School of Management and Bachelor of Fine Art from the Maine College of Art.

About Vanessa Diaz

Vanessa Diaz is a Director at Diamond View with over 10 years of experience in the industry.

Her passion is in storytelling and creating an authentic experience for a viewer with video. Her

time at Diamond View has given her the opportunity to direct for national brands, work with

celebrity talent and travel the world. Her ultimate goal is to tell stories - to dive deep into

someone’s life and share their narrative with the world.

About Jason Blanc

Jason is an award-winning director and writer with a passion for crafting stories that audiences

have a real connection with. Jason’s foundation for any piece of work is believable characters

and authentic performances. He is a great collaborator that has worked on every level of

production, giving him a deep understanding of the filmmaking process and great empathy for

the challenges faced by his associates on any given project. His passion for the process and

collaborative attitude has led to successful advertising campaigns with some of the world’s

biggest brands, including Apple, Duke University Basketball, Orlando Health, Tampa Bay

Buccaneers, and USF.