Indiana University & the U Bring Change 2 Mind Program

The College Toolbox Project (CTP) is the first effort of its kind to develop a systematic program aimed at reducing the stigma of mental illness

The Project

Bring Change 2 Mind (BC2M), a non-profit organization founded by actress Glenn Close has a mission to end the stigma and discrimination surrounding mental illness.  In November of 2013, BC2M started planning for a 4-year intervention and assessment project aimed to help incoming freshmen at college universities as they enter life “on their own”.  Enter Indiana University.  IU became the pilot school for the College Toolbox Project.

The Challenge

Indiana University wanted to make sure students were not only aware of the College Toolbox Project, but also engage with the program.  Along comes “U Bring Change 2 Mind” and a Swag Bag of items to engage students with the mission of the CTP and B2CM.

The Result

Between items that reflect the mission of “change” like color changing sunglasses and color changing “mood cups”, students had their pick at which swag item would become a fan favorite in Hoosier nation. The Swag Bags helped build brand awareness in a unique fashion during a time when students are surrounded to numerous opportunities in a new environment.  A follow-up campaign would soon be announced as an official UBC2M concert launch party.