Devereux Advanced Behavioral Health:
Dismantling Stigma & Elevating Hope through National Storytelling
Transforming Lives with Human-Centered Narratives and Engaging Videos
Barriers & Breakthroughs: The Devereux Imperative
When Devereux Advanced Behavioral Health asked me to lead their national storytelling initiative, the brief was simple on its face but profound in its stakes: help dismantle the stigma around behavioral health and child welfare, then replace it with a narrative of hope and second chances. Devereux’s Florida chapter had seen firsthand how candid, human-driven stories could spark conversations—but scaling that impact nationally meant cracking through layers of misunderstanding and fear. My mandate as Creative Director was to translate Devereux’s century-long legacy into emotionally charged, behavior-inspiring video content—content that would not only raise dollars at a flagship gala but also reshape how families, schools, and communities perceive and engage with Devereux’s life-changing services.
Research & Audience Insight
True behavior change begins with deep listening. I convened workshops with Devereux clinicians, spoke one-on-one with foster parents and program alumni, and—when invited—sat in on therapy sessions to witness those pivotal emotional arcs: isolation giving way to acceptance, crisis transforming into breakthrough. Among the voices that stayed with me were Askley’s—a trans teen who felt suicidal after bouncing from one home to the next until Devereux became her first safe landing—and Tyrone’s, who endured fifteen foster placements in a single year before finding a stable family through our programs.
From Askley’s relief at finally being seen, to Tyrone’s resilience as he rebuilt trust piece by piece, we mapped the key turning-point moments that inspire families and youth to seek help. Those real stories shaped our tone of voice—warm, direct, and never patronizing—and informed every narrative decision. We crafted scripts and storyboards so that each cut, line of dialogue, and musical swell would spark empathy, reduce stigma, and empower viewers to act.
Our ultimate goal was to inspire: to show potential donors, partners, and volunteers that Devereux doesn’t just treat symptoms—it transforms lives. By weaving Askley’s triumph and Tyrone’s journey into our messaging, we gave audiences tangible touchpoints for hope, demonstrating exactly how their support could spark another breakthrough moment—and empower even more families to find healing and
Behavior First Production & Lasting Impact
Armed with a behavior-change blueprint, I led a focused two-day shoot that blended raw vérité footage with candid interviews from Devereux alumni Ashley and Tyrone. Each segment was meticulously scripted to follow a “challenge → choice → transformation” arc, while close-up framing and authentic sound design amplified emotional resonance without ever veering into melodrama. Back in the editing suite, we embraced rapid iteration: clinician focus groups screened rough cuts, A/B tests honed opening lines for maximum engagement, and color grades were fine-tuned to balance honesty with uplift. The outcome was a suite of broadcast-quality films that felt both unguarded and hopeful—creative work engineered to move viewers toward empathy and action.
The debut at Devereux’s annual gala in Pennsylvania proved the power of our approach: over 800 attendees rose in a standing ovation, and the evening shattered previous fundraising records. But the real transformation happened afterward. We repurposed Ashley’s and Tyrone’s stories into short-form edits for staff training, social media channels, and community outreach—each cut tailored to its platform yet unified by our behavior-first tone. Clinics saw an immediate uptick in inquiries, foster-care referrals climbed, and social listening metrics revealed a significant surge in positive sentiment around Devereux’s name.
By fusing rigorous behavior-change mechanics with human-centered storytelling, we didn’t just launch a video series—we ignited a movement of empathy, understanding, and actionable support for children and families. That seamless blend of creative execution and ongoing activation ensures Devereux’s message continues to inspire change long after the cameras stop rolling.
Creative Credit Notice: All featured work was created by Christopher Coppola during his tenure at Evok Advertising. Full rights remain with Evok Advertising. This site serves solely as a personal showcase of professional contributions.