Seize the awkward • Teen Suicide Prevention


Seize the awkward • Ad Council

Suicide is the second leading cause of death among young adults, and yet, something as simple as reaching out to a friend who seems down can make a huge difference. The only problem? Teens find approaching a conversation about mental health with their friends too awkward. So we created “Seize the Awkward”, a campaign which aimed to transform an awkward moment from something to avoid into an opportunity to ask a friend how they’re feeling. We not only created a campaign - we created a unique brand.


We launched with a hero film.


And then created Tutorials on how to seize the awkward.


And created an instagram page and website full of ways to seize the awkward.


Released testimonials about seizing the awkward.


And created artworks from people who had been affected by mental health which were featured around schools.