Use Awkward's new advert to assist younger folks discuss psychological well being
Seize the Awkward was founded in 2018 to combat the discomfort many young people feel when discussing mental health. It is a collaborative campaign between the Ad Council and the mental health charities JED and the American Foundation for Suicide Prevention. It is known for its high profile partnerships with musicians like Billie Eilish.
To mark Mental Health Awareness Month, the initiative's new campaign focuses on the life experiences many young people are currently missing during the pandemic – from prom to flying in the stable – and the mental health problems they may face.
Recent Ad Council research shows that young people feel more negative emotions like isolation and depression about Covid-19 than older adults.
The campaign created by Droga5 pro bono consists of a music video and digital, social, radio and radio assets that are intended to give young people the inspiration, language and tools to report back to their friends.
Directed by Kristian Mercado Figueroa, the energetic video combines colorful images, illustrations, and animations to show the many ways we can have conversations while being physically separate, whether it's through a call, text, emoji, or a GIF.
Rapper Akinyemi gives the video his singing, which also features a number of other cameos of famous faces, including singer Meghan Trainor and TikTok star Addison Rae.
To make it easier for young people to reach each other, 36 artists from around the world have created over 70 GIF and sticker-shaped conversation starters that anyone can easily send to a friend they are concerned about.
“We all want to check our friends' mental health, but sometimes it can be a little uncomfortable. That's why we created "Whatever Gets You Talking" for the next chapter of Seize the Awkward to break the ice – from a music video about GIFs, illustrations, and partnerships with social platforms, "said Kevin Brady, Executive Creative Director at Droga5 . "It is such an important conversation and we are humble to help as many as possible."
Credits:
Agency: Droga5
Executive Creative Director: Kevin Brady
Creative directors: Oriel Davis-Lyons, Rachel Frederick
Older copywriters: Mietta McFarlane, Daniel Litzow
Senior Art Director: Luke Chard
Executive Design Director: Rich Greco
Motion Design Director: Mike Gaynor
Production company: Nice shoes
Directed by Kristian Mercado Figueroa