PBN 2025 INNOVATIVE COMPANIES
Creative Marketing/Advertising Public Relations/Design: Reach Consulting LLC
BY ASKING a simple question, Reach Consulting LLC is revolutionizing how mental health resources reach working-age men in high-stress occupations.
The Most Undervalued Asset in Business: The Right Connection
By Emilio DiSpirito IV License Partner | Private Office Advisor Engel & Volkers Oceanside www.DiSpiritoteam.com…
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The Cranston-based marketing firm’s “You Good, Man?” campaign is a groundbreaking approach that represents a significant departure from traditional mental health messaging, based on extensive research, creating authentic connections where previous efforts have failed. The centerpiece video uses the disarming phrase “You good, man?” – everyday language that opens doors to deeper conversations.
Reach’s visual approach is deliberately restrained, featuring quiet workplace settings with minimal narration, muted colors and ambient sound. This creative restraint reflects the research findings about men’s preference for understated, genuine moments over dramatic messaging.
“This creative approach came directly from our conversations with men across Rhode Island,” Creative Marketing Director Paula Vianca Taluru said in the company’s awards application. “It reflects what we heard in our research: silence, pressure, and the power of small, genuine moments.”
Taluru says Reach Consulting conducted extensive primary research with 75 Rhode Island men through interviews and group sessions. These conversations revealed that nearly 80% of men in male-dominated fields feel pressure to hide emotions, with over 85% rarely discussing mental health and fewer than 12% using crisis support services.
The immediate impact of “You Good, Man?” has been significant. In its first month, the campaign generated 62,713 social media impressions with an exceptional 5.25% click-through rate, indicating genuine audience engagement rather than passive consumption. The landing page captured 6,198 sessions, representing 56% of monthly website traffic and bringing 5,326 new users – demonstrating its effectiveness in reaching previously untapped audiences, Taluru says.
The campaign’s success demonstrates the ability to translate complex social challenges into effective communication strategies, enhancing Reach’s reputation and attracting high-profile partnerships such as with the R.I. Department of Health. The research methodology and creative approach have become replicable assets for future campaigns, expanding service offerings and establishing Reach as experts in hard-to-reach demographics. n
(Editor’s note: This profile was written using an artificial intelligence program and supported by honoree nominations and applications. The material was reviewed, fact-checked and edited for style and accuracy by Providence Business News editorial staff.)
