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 sounded simple but carried real weight: break down the stigma around behavioral health and child welfare, and replace it with a message of hope and second chances. Devereux’s Florida chapter had already seen how raw, human stories could open minds and spark dialogue. But taking that impact national meant cutting through deeply held fears and misconceptions.
As Creative Director, my role was to bring Devereux’s century-long legacy to life through emotionally powerful, action-driven video content. The work needed to do more than raise funds at a flagship gala. It had to shift how families, schools, and communities see behavioral health—and help them connect with the life-changing services Devereux provides.
Research & Audience Insight
True behavior change begins with deep listening. I led workshops with Devereux clinicians, spoke one-on-one with foster parents and program alumni, and, when invited, sat in on therapy sessions to witness the emotional turning points. Isolation giving way to acceptance. Crisis shifting into breakthrough.
Two voices that stayed with me were Askley’s, a trans teen who felt suicidal after bouncing between homes until Devereux became her first safe place, and Tyrone’s, who went through fifteen foster placements in one year before finally finding stability through our programs.
From Askley’s relief at being seen to Tyrone’s strength in learning to trust again, we identified the moments that inspire families and youth to reach out. Those stories shaped our tone of voice—warm, direct, and never patronizing—and informed every creative decision. We wrote scripts and built storyboards to make sure each cut, each word, and each musical swell sparked empathy, reduced stigma, and moved people to act.
The goal was clear. Show donors, partners, and volunteers that Devereux doesn’t just manage symptoms. It transforms lives. By grounding our message in Askley’s breakthrough and Tyrone’s journey, we gave the audience something real. We showed them exactly how their support could create another turning point and help more families find healing.
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 carefully scripted to follow a clear arc: challenge, choice, transformation. Close-up framing and authentic sound design heightened emotional impact without tipping into melodrama. In the editing suite, we moved quickly and iterated often. Clinician focus groups reviewed rough cuts, A/B testing shaped stronger opening lines, and color grading was refined to balance honesty with optimism. The result was a suite of broadcast-quality films that felt both unguarded and hopeful—creative work built to move people toward empathy and action.
The debut at Devereux’s annual gala in Pennsylvania made that impact tangible. More than 800 attendees gave a standing ovation, and the evening set new fundraising records. But the deeper transformation came afterward. We repurposed Ashley’s and Tyrone’s stories into short-form edits for staff training, social media, and community outreach. Each version was crafted for its platform, but all carried the same behavior-first tone. Clinics saw a rise in inquiries. Foster care referrals increased. Social listening showed a clear spike in positive sentiment around Devereux’s name.
By combining behavioral insight with human-centered storytelling, we didn’t just launch a video series. We sparked a movement rooted in empathy, understanding, and action. That blend of creative execution and long-term strategy ensures Devereux’s message keeps making an impact 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.