The COVID-19 pandemic caused feelings of sadness, fear, anxiety, anger, and loss.

Recognizing the mental health burden and potential behavioral impact that countless Americans faced—from unemployment, the loss of loved ones, the isolation that came with social distancing, and the possibility of contracting the virus—public health experts at the Centers for Disease Control and Prevention (CDC) and the CDC Foundation tasked NORC with developing a communication campaign as well as new coping tools to help those in need.  

NORC helped curate and promote targeted mental health resources from trusted sources.

With technical guidance from CDC and funding from the CDC Foundation, NORC partnered with Burness Communications, Inc., and The Media Network (TMN Corp) to create How Right Now/Qué Hacer Ahora (HRN/QHA), an award-winning mental health communications campaign. Launched in August 2020, HRN/QHA was initially designed to provide mental health and emotional support to people during the pandemic through targeted messaging and a website that links to support resources. Since then, the campaign has evolved to support needs that continue to emerge as the pandemic has waned. 

Audiences

In the initial phase of the campaign during COVID-19 pandemic, HRN/QHA focused on reaching

• People with preexisting mental and physical health conditions
• People experiencing violence
• People in economic distress
• Adults 65+ years old and their caregivers

Starting in 2022, the campaign shifted to focus on three new audiences identified through research as being most vulnerable to emotional health challenges: people who identify as African American or Black, Hispanic or Latino, and/or American Indian and Alaska Native.

In 2024, HRN/QHA pivoted to focus on public school K-12 teachers and school staff, given their increased stress and declining mental health since the pandemic. Across each phase, NORC conducted formative research, which led to the development of targeted messages, materials, and partner engagement to reach these audiences.

Formative Research

Across all phases of HRN/QHA, our multidisciplinary team conducted rapid formative research that was both quantitative and qualitative. Our formative research methods included environmental scans, social listening, online focus groups with priority audiences, partner needs assessments, and surveys of more than 1,000 people using NORC’s nationally representative and scientifically rigorous AmeriSpeak^® Panel. 

Message and Material Development

We used the formative findings to develop a brand and culturally appropriate targeted messaging and materials, including graphics, GIFs, social media copy, as well as several award-winning videos of real people talking about their emotional responses to the pandemic and an award-winning video of teachers and school staff sharing how they cope with feelings of stress and burnout in schools.

Partner Engagement and Dissemination

For maximum insight and effectiveness, our team partnered with and listened to the trusted voices of influential local, regional, and national organizations. More than 100 organizational partners—including the notables below—lent their expertise and actively disseminated products and resources to their communities. To drive people to the website, we used a mix of social media posts; radio advertisements; television advertisements in provider waiting rooms; virtual meetings, conferences, and town halls; and texting programs. We also worked with celebrities and influencers to push out our messages.