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Case Study

UNC Chapel Hill
School of Social Work

Branded ContentDesignIntegrated CampaignPublic RelationsVideo ProductionWeb Development

The Opportunity

Today’s teens navigate a world unlike that of previous generations, marked by constant information, rapid interactions, and intensified pressures from social media. Peer pressure, bullying, self-esteem issues, and enduring academic, family, and cultural demands often collide daily, contributing to widespread mental health challenges. To help address these issues, the UNC School of Social Work partnered with Capitol B to promote the Teen Mental Health First-Aid Curriculum – an educational tool designed to equip teens with essential skills to support one another – and raise awareness on this important issue.

Graphic showing UNCSS Campaign Ad

The Work

Our process began with an in-depth meeting with the UNC School of Social Work to gain their unfiltered perspective on the realities of teen life today. We delved into Teen Mental Health First-Aid resources to fully understand the program, and also learned how funding works and who decision makers were in deciding if curriculum like this is taught in school. Importantly we attended a teen retreat as well, both to capture footage and interview teens firsthand about their experiences.

Our deliverables included three distinct videos, ranging from scripted productions with actors to interview-driven documentary styles. We redesigned their website for a more engaging user experience and ran a targeted ad campaign to drive traffic. Additionally, we created a series of branded content articles for WRAL.com, reaching over 5 million impressions. Collaborating with the UNC School of Social Work, we produced press releases that secured coverage from over 100 unique publishers, including AP, Yahoo! Finance, BusinessWire, and Google News.

Graphic showing UNCSS Campaign Ad
Graphic showing UNCSS web banners on WRAL website
iMac showing BHS website
Three tablets showing WRAL website with UNCSS articles

“The partnership was a wonderful experience. I would wholeheartedly recommend Capitol B to others and look forward to opportunities to work with them again.”

Sarah Reves, UNC School of Social Work

The Results

11.5 million impressions
24,000 clickthroughs
Press releases picked up by 100+ publishers
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