The “Talk. Listen. Care” mental health PSA campaign, developed by Davis Advertising on behalf of client The SHINE Initiative and in conjunction with the City of Worcester, has been successfully launched. A press conference was held on February 11 at City Hall where addresses were made by Mayor Joseph Petty, City Manager Edward Augustus Jr. and Commissioner of Health and Human Services Dr. Matilde “Mattie” Castiel. Executive Director of The SHINE Fred Kaelin and Jessika Zequeira, also of The SHINE, shared information as well. Through broadcast TV, radio and billboard messaging, this PSA campaign aims to improve the community’s outlook on mental health while empowering the community of Worcester to work together to better recognize and support those with mental health disorders. As part of its partnership with The SHINE and the City of Worcester, Davis also helped to negotiate the media placements for the deliverables.