Berkeley Wellness for All: A behavior-change mental health campaign adopted across California cities

The City of Berkeley launched a mental health campaign to provide free digital wellness tools in response to COVID-19’s ongoing emotional toll on the community. This campaign delivered a strong, human-centered brand across digital and print platforms, expanding beyond Berkeley to inspire cities across the state.

In partnership with Uptown Studios marketing team, a 6-month marketing plan was developed alongside multiple human-centered design focus groups to help define and implement a community and partner toolkit, outdoor advertising, social media posts and advertisements, e-blasts, and print graphic design work.

Outcome & Scaling The Campaign
Berkeley Wellness for All successfully created meaningful access to mental health resources, proving that thoughtful branding paired with clarity, flexibility, and human-centered design can have measurable impact. The campaign aimed to connect Berkeley residents, workers, and students with free mental health resources, making self-care feel approachable, stigma-free, and inclusive.

The campaign’s success quickly inspired replication in other communities. Santa Barbara Wellness for All, Tri-Cities Wellness for All, and San Mateo Wellness for All all adopted the branding approach, extending the reach and impact of the initiative while maintaining consistent, human-centered messaging across regions.