Strong as Granite

“Strong as Granite” is the new brand campaign launched by the New Hampshire Department of Health and Human Services. It aims to inform Granite Staters about the behavioral health resources available to them and encourages individuals to seek help as an act of strength and self-improvement—free from fear or shame. Whether someone is facing a mental health challenge or struggling with substance use, Strong as Granite reinforces that asking for help is not a sign of weakness. On the contrary, it is a courageous act that strengthens individuals, communities, and the entire state. The campaign’s mission is to normalize help-seeking behavior and promote the idea that taking care of one’s behavioral health is both brave and necessary.

Drawing on New Hampshire’s heritage and its nickname, The Granite State, the campaign underscores that while behavioral health challenges are universal, our approach to addressing them is uniquely New Hampshire. Set against the iconic granite backdrop of Mt. Washington, the campaign spot opens with sweeping aerial footage of hikers, followed by glimpses of Granite Staters—youth, older adults, rural and urban residents alike—each captured in quiet moments of personal struggle. A voiceover breaks the silence:“Granite. It’s one of the strongest rocks on Earth. That strength is everywhere in New Hampshire—in our resilience, in the support of our communities, in the courage to ask for help…” Our creative approach centers on real residents—those who live and work in the Granite State—because the human face has a proven power to move people into action more than any other visual content. The campaign captures authentic emotion, conveying hope, optimism, and a deep sense of connection.