After 9/11 the NYC Department of Health and Mental Hygiene (DOHMH) wanted to meet the mental health/substance abuse needs of NYC residents still suffering from the effects of the attacks. A program was created to provide financial assistance for mental health services for eligible NYC residents. We were brought on to design the outreach program to prospective patients as well as providers. One of the many challenges besides informing people of what was available and how to access it, was to address the stigma of mental health services which was prevalent among the melting pot of ethnicities and languages that make up the country’s most populous city. To do this, we created the “Get the Balance” campaign focusing on the importance of both physical and mental health. This program successfully generated sign-ups for the program and was expanded into the NYC Department of Education public schools.