Mental Health Association of New York City

In the aftermath of the September 11th attacks, the Mental Health Association of New York City was called upon by The September 11th Fund to create products and services to help millions experiencing emotional trauma. From quickly pivoting to create a mental health hotline and launch programs for displaced students and those in classes now twice their original size, MHA of NYC stepped up to the plate. The problem was that the organization had to quickly hire and train people to implement, create, and manage programs with strict reporting guidelines, and conduct multi-lingual city-wide outreach. While at The September 11th Fund, Jeanine Moss helped articulate the programs, and as time progressed, Jeanine and Nicole stepped in through Turning Point Solutions to develop marketing programs and liaise with city entities to roll out the programs, including the successful “Get the Balance” campaign which equated mental health with physical health to overcome stigma among New York’s multi-ethnic communities. Programs were delivered through owned, earned and paid media.