Foundation for Health Leadership & Innovation: Healthy Minds Bertie

The Opportunity

Bertie County is a resilient, close-knit rural community with a strong network of behavioral health providers and trusted institutions such as churches, schools and local organizations. Yet despite the presence of these resources, many residents face a quieter challenge: feeling comfortable asking for help.

Recognizing both the challenge and the opportunity, the Foundation for Health Leadership & Innovation (FHLI) partnered with Capitol B to develop a community-centered campaign that would increase awareness, reduce stigma, and connect residents to trusted, local mental health resources.

Through discovery and stakeholder engagement, several key barriers emerged. Mental health stigma remains deeply rooted, particularly within faith-based communities and across generations. In a county where “everyone knows everyone,” concerns around confidentiality can prevent individuals from seeking care. At the same time, many residents lack clear, accessible information about what mental health is, how it impacts overall wellbeing, and how to access services locally.

The Work

Our partnership with the Foundation for Health Leadership & Innovation was centered on the Healthy Minds Bertie campaign — a community-centered initiative focused on normalizing mental health, increasing awareness, and driving action.

Discovery & Insight Development
Capitol B led a comprehensive discovery process to ensure the campaign was grounded in the realities of the Bertie County community. Through stakeholder discussions, focus groups, and research, we engaged local leaders, educators, healthcare providers, and residents to better understand lived experiences, perceptions, and barriers to care.

This work uncovered critical insights that directly informed the campaign strategy.

• Awareness—not availability—was the primary gap
• Messaging needed to shift from clinical to relatable
• Trusted community voices and institutions would be essential
• A multi-channel, community-first approach would be required to drive engagement

Campaign Strategy
Based on discovery findings, Capitol B developed a campaign strategy focused on reframing how mental health is understood and talked about in Bertie County.

The strategy centered on a clear behavioral shift: make caring for your mental health part of your everyday routine.

Rather than positioning mental health as something addressed only in moments of crisis, the campaign normalized it as an ongoing, everyday practice just like physical health.

Creative Development
To support both immediate engagement and long-term impact, Capitol B designed and launched the Healthy Minds Bertie website as a scalable platform for the community.

The site was built to:

• Serve as a centralized, easy-to-navigate resource hub
• Provide clear, approachable education about mental health
• Connect residents directly to local providers and services
• Evolve over time as new resources and content are developed

By combining education, practical tools, and direct access to care, the platform ensures that awareness generated by the campaign translates into meaningful action.