How do you address mental health in an internal communications campaign?

Start by gathering insights from the team to find out what is really going on, define a warm, human concept, and invest in actions and listening moments rather than generic messages. The aim is for employees to feel cared for, not assessed.

What is a master graphic in an internal campaign?

It is the main graphic piece that sets the campaign’s visual style: colours, typography, visual resources and iconography. Every other piece is adapted from it, so everything the team sees is recognisable as part of the same initiative.

StarbucksCase study

Starbucks “Yo te cubro”: an internal communications campaign for emotional wellbeing

Starbucks wanted a transformational change for its people, starting with their mental health and emotional state. “Yo te cubro” (“I’ve got you covered”) was the answer: an emotional care campaign made of actions and listening moments.

ClientStarbucks
FormatInternal wellbeing campaign

The challenge

The brief was ambitious and delicate in equal measure: to drive a transformational change for employees rooted in their mental health and psycho-emotional state, with an explicit goal of preventing, or helping people overcome, any depression they might be going through.

Talking about mental health inside a company comes with a well-known trap: if it sounds like a corporate poster, the team switches off; if it sounds like compulsory group therapy, it makes people uncomfortable. The campaign had to earn trust before asking for anything, prove there was someone on the other side willing to listen, and do it without turning wellbeing into yet another HR formality. All of this in an organisation where the day-to-day moves fast and employee attention is a scarce commodity.

The idea

The idea was to build an emotional care campaign with actions and listening moments designed so that every employee could feel special. The ultimate aim: to boost each person’s happiness and let that happiness support their personal and professional development.

The name does a good part of the work. “Yo te cubro” is a phrase any team understands without explanation: it is what a colleague says when they give you a hand. Turning it into the concept moves mental health care out of the boardroom and into everyday life, person to person. Insights were gathered before any messages went out, so that the campaign actions responded to what the team was actually living through rather than what the company assumed. A master graphic gave every piece a consistent look.

What we did

Insight gathering to understand how the team was doing
Creative concept “Yo te cubro”
Master graphic to unify every piece of the campaign
Emotional care campaign actions
Listening moments for employees

Key takeaways (expert view)

If you are going to talk about mental health with your team, start by listening and give the campaign a name that sounds like a colleague, not a department.

A name that is already a promise

“Yo te cubro” needs no instruction manual: it is something one colleague says to another. When the concept of an internal campaign sounds like something people would already say, adoption takes care of itself. For a venue or an event supplier with set-up, floor or kitchen teams, finding the language the team really uses is worth more than any slogan drafted in a meeting room.

Listen before you broadcast

Gathering insights is not a decorative step in the process: it is what stops a wellbeing campaign from sounding hollow. Asking first and communicating second makes it possible to design actions that respond to real problems. In the events industry, with brutal peak seasons and long shifts, that prior diagnosis is the difference between a campaign that brings relief and one that just gets in the way.

Listening as a format, not a slogan

The campaign did not stop at saying the company listens: it created listening moments. That is the difference between communicating a value and practising it. Any brand that wants to talk about care should design the gesture before the message, because employees can tell in seconds when the talk goes one way and reality goes another.

Services involved

→Live campaigns →Communications agency for the events industry →Experiential marketing