Social Impact
Digital Producer / Post Production
AdCouncil requested our help in raising awareness around suicide prevention in young adults. We wanted to create a lasting conversation that removed the stigma around such a difficult, but important topic. As a supporting post producer, I helped to see this project through final edit and delivery.
We needed to address this situation in a new way, one that removed the stigma of talking about mental health. So we created “Seize the Awkward” an initiative that transformed an awkward moment from something teens avoid into an opportunity to ask a friend how they’re feeling. Giving them the tools to get involved when they suspect a friend is suffering from mental-health issues.
The second leading cause of death in young adults is suicide, but it’s proven that when teens talk to their friends who they suspect are experiencing mental-health issues they can help their suffering and even prevent something worse from happening later on. The problem? Teens want to support their friends but find talking about mental health too awkward. So how do we start the conversation?
Our message deeply resonated with teens, making them think differently about mental health conversations and, most importantly, empowering them to take actions that could save a friend’s life. The campaign garnered a whopping $2.6 million in donated media, 7.5 million online video views and 210 Million impressions. But, most important of all, it led to ad-aware teens reporting to have been +30% more likely to speak to a friend, and ultimately save a life.
