The fulcrum of this campaign were PSAs and an in-depth interview with 60 Minutes icon Mike Wallace on his personal struggle and triumph over depression.
CBS Cares also addressed the issue of postpartum depression in a series of PSAs featuring Cold Case star Kathryn Morris.
PSAs featuring Elisabeth Shue from CSI, Kaley Cuoco from The Big Bang Theory, and Alyson Hannigan from How I Met Your Mother encouraged viewers to learn the facts, including the benefits of early detection and the importance of mammograms in saving lives.
According to CBS, this strategy was developed in close consultation with medical experts, who were concerned about viewer tune-out to traditional health messages.
This special hour-long program, hosted by 60 Minutes correspondent Steve Kroft, explored the impact of post-traumatic stress on American veterans.
During Super Bowl XLIV, CBS Cares partnered with the NFL and Harvard Medical School/Massachusetts General Hospital on a PSA about women’s heart disease.
The PSA was discussed across a range of social media, with a leading women's sports fan site calling it their favorite Super Bowl ad in 2010.
For Super Bowl XLVII, CBS Cares partnered with the NFL and Wounded Warrior Project to honor America’s military men and women and their families.
For Super Bowl 50 CBS Cares aired PSA's featuring Tea Leoni and Tom Selleck for the "I Have a Dream Foundation", an organization viewed as highly effective in mentoring and providing tuition for children from low income communities.
The PSA depicted a fictitious girls football team named the Milwaukee Macaroons scoring a touchdown against the New York Giants.