Leveraging data storytelling to drive national and local brand visibility for Rula
Rula, a mental health care provider, used its first proprietary data report during Mental Health Awareness Month to break through a crowded cultural moment, earning national and local coverage that positioned the brand as a credible, relevant voice across HR, lifestyle, and consumer audiences.
295M
UMV total
15
Including Newsweek, HR Brew and Parents Magazine
10
regional newspaper syndication
Challenge
Mental Health Awareness Month is one of the most saturated moments on the media calendar. Every brand has something to say, and most of it blends together.
Rula needed to stand out in a way that felt credible, not performative. As a growing brand, it lacked proprietary data to anchor a differentiated point of view and needed a way to earn attention across multiple audiences, from HR leaders to parents and consumers, without diluting its message.
The risk was clear. Without a distinctive hook, Rula would be just another brand commenting on mental health, rather than shaping the conversation.
Solution
We anchored the campaign around a single, defensible insight. Original data creates authority, earns trust, and scales across audiences when framed correctly.
Instead of reactive commentary, we partnered with Rula to create its first-ever proprietary data report specifically designed for Mental Health Awareness Month. By owning the data, Rula could lead the conversation rather than compete within it.
SourceCode led the program end to end. From survey development and implementation to analysis and report creation, we transformed raw insights into clear, media-ready narratives. The report was supported by blog and social content to extend its lifespan, and designed to feel credible, accessible, and press-forward.
We structured outreach by audience, not by message. The same dataset was translated into distinct angles for HR trades, lifestyle outlets, and consumer publications, allowing Rula to show up with relevance across categories without fragmenting its point of view.
This approach positioned Rula differently than competitors relying on expert quotes or awareness messaging alone and gave the brand a repeatable framework for future thought leadership.
Results
15 pieces of earned media coverage across national and local outlets, driven by original, ownable data
295 million total unique monthly visitors reached, reflecting national scale and syndication
Tier 1 and category-defining placements including Newsweek, syndicated to 10 regional newspapers, HR Brew, and Parents Magazine, fueled by cross-audience story framing
Credibility established across HR, lifestyle, and consumer audiences, positioning Rula as a trusted mental health authority rather than a campaign-only voice
The program gave Rula more than coverage. It gave the brand a durable proof point and a repeatable model for data-led thought leadership.
