Rob Baiocco is an Executive Vice President and Executive Creative Director at Grey NY, a large New York marketing firm.  Aside from his regular work creating ad campaigns to promote popular brands such as Captain Morgan, Crown Royal, Febreeze, Pringles, Post It, Scotch, and Smuckers, Rob also directed the creative aspect of several mental health campaigns for the Substance Abuse and Mental Health Services Administration (SAMHSA). 

Rob talks about the research and creativity behind SAMHSA's "What a Difference a Friend Makes" campaign, "Stories That Heal" campaign and ads done in the wake of Hurricane Katrina.  He also spoke about the rewarding experience of working on a mental health campaign.