Clay Center at MGH

Destigmatizing Mental Health

We help build a much-needed national dialogue around mental health and create trust in The Clay Center via earned media

The Program

SHIFT leads the communications program for The Clay Center for Young Healthy Minds at Massachusetts General Hospital (MGH). Through a research-backed earned media strategy – connected to clinically significant topics and trends – as well as executive thought leadership and ongoing strategic counsel, we’ve successfully elevated the nonprofits executives and resources across top-tier business, lifestyle and parenting outlets.

Over the course of one year, we drove 77 earned media placements, successfully attaching The Clay Center to on-message topics including suicide, anxiety, school shootings, depression and narcissism, providing educational information, tips, symptoms to watch for, coping mechanisms and more in top-tier, well-read national publications including The New York Times, Wall Street Journal, BuzzFeed, Washington Post, Business Insider, SELF, Bustle and more.

Results

Media coverage drove a significant uptick in website visits, driving the three biggest spikes in referred traffic in 2018. The New York Times article served as the fifth-highest overall source of referral traffic – only behind Facebook, Twitter and partner organizations – driving 138 visitors to the website, which is more than even the MGH homepage did that year. 

77

earned articles

 2.3M

media impressions

#5

source of referral traffic

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