Seize The Awkward

Suicide is the second leading cause of death among young adults. Reaching out to a friend who's struggling can make a huge difference. 
The only problem? Teens find broaching the subject of mental health to be awkward.

​We created the first symbol that represents starting a mental health conversation and filled it with countless ways to get talking. We made gifs, stickers, posters, Snapchat filters and even a song with a music video. My role was helping create the digital, social, OOH and partnership assets.

​With this campaign, we established that there is no right or wrong way to check in - it's Whatever Gets You Talking.

Case Study

Music Video

Awkwardbreaker Symbol

We filled the symbol with hundreds of ways to start a conversation. These stickers got over 450M views on GIPHY.

We released the song on Spotify

Social

OOH

Press

Pop Sugar / Adweek / Adage / Campaign US / Muse By Clio / Shoot Online / The Drum /
 NowThis /  The Stable / Tube Filter / Ad Stasher / PR Week / Velocitize / Adeevee / Ads of The World

Agency

Droga5, New York

Creative Team

Kevin Brady / Oriel Davis-Lyons / Rachel Frederick / Luke Chard / Mietta McFarlane /
Daniel Litzow / Belén Marquez / Caroline Ekrem / Gabe Santana / Bowook Yoon / Ty Crump