LifeStance Health’s “Not One Face to Anxiety” Campaign

Originally launched in June 2021, LifeStance’s “Not One Face” campaign was developed to encourage candid conversations about mental health and reduce stigma. Mental illness may be associated with stereotypical images, but the truth is that these conditions have no one face—there are tens of millions of faces. Every day, we interact with someone who is experiencing a mental health condition without knowing it.

For the second iteration of the campaign, LifeStance wanted to continue to destigmatize mental health conditions by highlighting the prevalence of anxiety and how this impacts people in their day-to-day. Almost everyone experiences some degree of anxiety, and an estimated 31.1% of U.S. adults experience an anxiety disorder at some time in their lives (according to the National Institute of Mental Health).

To achieve this, the team approached real people (not actors) in the suburbs of New York and invited them to share their experiences with anxiety. The responses were thought provoking, emotional and relatable. By capturing raw, authentic experiences across gender, socioeconomic status, race, ethnicity and lived experience, the team hoped to shed light on the myriad ways anxiety can present and remind people that there is no one face to a mental health condition.

The campaign launched on May 1, 2023 timed to Mental Health Awareness Month, a national movement to raise awareness about mental health. The goal of the campaign was to drive higher brand recognition and increase branded searches and conversations for LifeStance, resulting in an uptick of new patient appointments. Key results include:

- 15% increase in brand lift
- 10% more traffic driven to site
- 23% increase in paid search brand impressions
- 92,364 impressions on Facebook, Twitter, Instagram and LinkedIn
- 25M overall impressions served
- 8,600 engagements on owned social platforms
- Earned media placements in MediaPost, MM+M, Marketing Brew and PR Week