Blue Cross and Blue Shield of Minnesota

Research revealed that mainstream media coverage surrounding mental health lacks representation from all communities. A comprehensive perspective centers communities experiencing the greatest barriers to optimal health. People crave media representation of their culture, community and lived experiences. Without representation in newsrooms, only one narrative is often told. More representative newsrooms can create greater understanding of community health and wellbeing.

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Gen Z have a unique opportunity to serve as changemakers – and authentic storytellers. As a program that helps Minnesota youth learn the art of storytelling, ThreeSixty could connect Blue Cross with high school students interested in journalism. We paired nine students with coaches, videographers and editors to equip them with tools to create compelling content for their communities. Then, we leveraged our media relationships to help students pitch video stories and create local news hooks for additional earned media coverage.

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The program generated placements in targeted print, broadcast and online media, resulting in a new narrative that drove home the gaps in health outcomes and why advancing access to mental health care is so important.