Our Work: M-Power Manchester
A multi-year branding campaign that encourages Manchester's youth to reach out and speak up
CLIENT: Manchester School District
We’re having a great time working on M-Power, a districtwide mental health awareness and school safety campaign developed in partnership with Manchester School District. Created to engage more than 12,000 students across 21 schools, M-Power combines bold branding, digital tools and community outreach to empower students to reach out, speak up and access the support they need.
WHAT WE DID
- Branding
- Design and illustration
- Animation
- Campaign management and in-school campaign strategy
- Social media strategy
- Landing page with chat form
- Social media content creation and filming
- Focus groups and surveys
Branding
In order to effectively promote the Manchester School District’s mental health awareness and school safety campaign, the initiative required a recognizable brand that could communicate the goals of the campaign and resonate with a diverse audience. When crafting the name, we landed on M-Power, a moniker that succinctly conveys the campaign objective while giving a subtle nod to the community where it would take place. The tagline of reach out, speak up took the concept a step further, directly encouraging students to take control of their situation by seeking out the help they need.
Design and illustration
When designing the M-Power logo, “lively and youthful” was the goal. We communicated this energy through the use of vibrant, contrasting colors and an irregular, block-like outline evocative of the urban skyline of Manchester.
As part of our further development of the brand, we created a set of illustrated emojis that could be used in a wide variety of collateral. These fun, expressive faces were designed with the dual purpose of sparking joy while serving as a way for students to identify their emotions. Using this popular form of visual communication, the goal was to make the young audience feel seen and motivated to reach out and speak up.
We also designed a unique treatment for photos based on the logo that was inspired by the cityscape of Manchester. A sense of movement was achieved with the variety of lines and eye-catching shapes. Finally, we created a pattern using the brand icon, which added texture and expanded the brand palette for a wide variety of applications.
Social media strategy
The goal was to speak directly to students and families, so having a social media presence for M-Power was crucial. We launched Facebook and Instagram accounts tailored to distinct audience segments. Facebook engaged parents, guardians and school staff while Instagram Reels and Stories connected with students in a more visual and relatable way.
We leveraged branded graphics, illustrations and GIFs to enhance engagement across platforms. Messaging was carefully crafted based on insights gathered through meetings with Manchester school staff, ensuring alignment with both the program’s goals and the community’s needs.
Campaign management
We collaborated closely with Manchester School District staff and community organizations to develop and implement the M-Power campaign. The team facilitated focus groups with students and administrators to shape messaging and ensure relevance for middle and high school audiences. Outreach extended beyond classrooms, with marketing materials distributed across eight schools and coordination with local and national vendors for production. We also worked directly with the district’s Student Advisory Panel to support a Mental Health Awareness Month campaign.
Ongoing evaluation played a key role, with student and administrator feedback, along with school district and national data, informing both campaign goals and content. Impact was tracked through data analytics and formal reporting, and the campaign was strategically restructured for its second year based on year-one performance.
Landing page
The M-Power landing page was designed to let students know they are not alone in facing mental health challenges. The page encouraged youth to seek support by connecting them with school-based counselors and trusted faculty members. It additionally featured a directory of community partners and statewide resources, offering additional options for students who needed support beyond the classroom.
“
Cookson Communications brought a level of thoughtfulness, strategy, and care that made a meaningful difference throughout the entire process of creating a mental health and safe schools awareness campaign for the Manchester School District. They created a distinct, impactful brand, ensuring it resonated with our students, families, and staff. From social media, to signage across our middle and high schools, every element was cohesive, clear, and powerful. Their team is incredibly talented, organized, and truly committed to the process to ensure a quality final product. We look forward to our continued partnership with Cookson Communications!
Stacy Champey
Manchester School District MTSS-B & Project AWARE Director
