Seize the Awkward
With the American Federation for Suicide Prevention, JED and the AdCouncil, we created not just a campaign, but an entire new brand aimed at reducing teen suicide. Rather than use shock tactics, we decided to keep it light by flipping the awkwardness of talking about feelings with your mates into a life-saving benefit.
This is the case study:
We made a hero film that drove people to our website, www.SeizeTheAwkward.org:
We also made some shorter, more informative tutorial messages.
We commissioned over 50 artists and illustrators with experience of mental health issues to give their interpretation of the campaign line. And show that there's no single way to seize the awkward. These are a few personal favourites.
