Brightline: "Parenting is hard" Advertising Campaign
Brightline offers mental health care for kids and teens. Located primarily on the Northeast coast, they have in-person and online options.
problem
The pediatric mental healthcare pipeline is fundamentally broken. Year long wait times, a lack of medical integration, and conflicting advice. It doesn’t deliver the support that parents desperately seek, leaving them to fight like hell to do what’s best for their child, but feeling like a failure while doing so.
Solution
The goal of this campaign is to reframe + reveal the real Brightline, to help more parents see that we deliver something very different than the rest. Brightline is resetting parents’ expectations of mental health care for kids and teens.
Campaign Strategy
Parenting is Hard
Parenting demands a lot. You sacrifice to take care of your child. Of all the battles you have to fight, getting mental care for your child shouldn’t be one of them.
This idea empathizes with parents navigating their child’s mental health, positioning Brightline as an answer to their greatest challenges and fears.

Team:
- Art Director: Me
- Copywriter: Me + Naufil Faisal
- CD: Nathan Juarez
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