Ad Council Seizes The Awkward

Conversations about mental health can be uncomfortable, but they can make all the difference. AdCouncil’s Seize the Awkward initiative showed Gen-Z how to spot signs that a friend is in need and how to break the ice and talk about it.

The campaign targeted our audience through TikTok and Instagram and let them know that it’s normal to struggle with mental health sometimes which means you’re never alone, and that mental health isn’t a you thing, or a me thing, it’s a we thing.

We gave them tools to keep mental health conversations open and ongoing which helps remove stigma, let young people guide friends to the right resources, and inspire peers to do the same.