Organization Case Study
NAMI Westside Los Angeles
The Shift Wellness Rally Online Activation
CLIENT: NAMI Westside LA
YEAR: 2021
SERVICES:
Creative, Production, Strategy, Promotional Assets, Live Online Event
THE OPPORTUNITY
AN ORGANIZATION THAT WANTED TO ACTIVATE IN A NEW WAY
In a year that was marked by disconnection due to the global pandemic, NAMI Westside LA had an opportunity to activate for Mental Health Awareness Month with the support of the Mental Health Services Oversight and Accountability Commission (MHSOAC), and reached out to The Shift Productions to find out what kind of collaboration would be possible as a community engagement event.
The Shift Wellness Rally Los Angeles, presented by NAMI Westside LA, engaged communities, organizers and activists the same, as a way to put into words that support was available.
The groundbreaking series earned an Anthem Award for its innovative, community-centered approach to wellbeing.
OBJECTIVES
→ Reach their community with a meaningful way to celebrate mental health awareness
→ Expand their digital wellness community beyond existing audience
→ Drive brand awareness as a credible and connected organization supporting mental health
→ Deliver practical, participatory tools for emotional wellbeing
→ Provide freshness and fun while engaging with new information
→ Enable content and experience to remain accessible beyond live event
THE APPROACH
BUILDING THE FORMAT FROM THE INSIDE OUT
Inspired to go big even if we had to stay home, we propped up a pilot we had been developing as an in-person event, and translated the format into a live streaming show that could engage viewers in real time.
The Shift Wellness Rally offered stigma-busting conversations, guided practices, mental health tools, and interactive elements to communities in Los Angeles, and to anyone watching online across the country and globe.
The Shift Wellness Rally Los Angeles enabled presenting organization NAMI Westside LA to rally with partners, affiliates and friends to create strong messages of support for students, families and activists alike.
Every element was developed with clinical oversight and input, ensuring the experience was engaging, safe, and responsible.
WHAT WE DELIVERED
→ Mixed Format Development - scalable one-hour event structure enabling wide participation through pre-recorded user-generated content, livestream conversations, and virtual polls
→ Talent & Influencer Engagement - co-host casting and influencer engagement for live and pre-recorded content
→ Full Creative - promotional design, tool kits, in-show content, and run of show
→ Full Production - live event technical direction, hosting of session, and on-screen polls in collaboration with KNEKT TV and Virtualis Studios
→ Mental Health Guardrails - clinical oversight during content development and live event, including in-show resources throughout
→ Community Activation - organic outreach enabling partner co-streaming, and attendance from multiple cities and countries
The Work
2.5K Facebook livestream views
·
266% increase in unique website visitors on event day
·
18+ states represented in livestream viewership
·
2.5K Facebook livestream views · 266% increase in unique website visitors on event day · 18+ states represented in livestream viewership ·
Proof in Action
WHAT HAPPENED WHEN THE COMMUNITY SHOWED UP
Every metric below was driven entirely by organic community participation - no paid promotion, no boosted posts. Just the right event, built the right way, at the right moment.
2.5K
Facebook livestream views
+266%
Increase in unique website visitors
40+
Content segments delivered
18+
States represented in online attendance
"NAMI WLA is passionate about youth education and addressing the stigma surrounding mental health by building an accessible community of hope for all of those affected by mental health conditions. The Shift Wellness Rally creates that space."
— Erin Raftery Ryan, Executive Director, NAMI Westside LA
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