SLC Strong

While in my communications manager role at SLC I was tasked with improving the utilization of mental health benefits among the city’s first responder community, including police, fire, and dispatch personnel. Despite the availability of robust support services, utilization was low due to persistent concerns around confidentiality, job security, peer judgment, and even fears of retraumatizing mental health professionals.

​

To address these deeply rooted barriers, I conducted confidential surveys and listening sessions to understand the real concerns behind the stigma. Using these insights, I developed a multi-channel communications strategy that directly tackled misinformation and normalized mental health support.

​

A key component of the campaign was the strategic use of trusted thought leaders within each department, including officers, firefighters, and dispatchers, who could authentically advocate for the services and bring up their availability in everyday conversations. This peer-driven reinforcement helped build credibility and shift perceptions from within.

​

The campaign culminated in a powerful rollout featuring myth-busting content, visible leadership support, and testimonial messaging across internal channels. The result was a measurable increase in benefits usage and a meaningful cultural shift toward openness and support, impacting not just individual responders, but their families and teams as well.