With suicide being the second leading cause of death among young adults, Ad Council realized we must get creative to reach young people with such a serious issue. “Seize The Awkward” is a campaign that encourages young people to reach out and talk to their friends who are having issues with their mental health. By embracing the awkwardness around these types of conversations and diffusing the fear around them with humor, we talk to teens in a way that they can relate to using gifs, videos and the first hand experiences of influencers.
It’s not easy to get teens to have a serious conversation, especially when you’re not speaking their language. By seamlessly integrating video content that has a seriously awkward and slightly humorous tone, we create an opportunity to actually be heard by young people. Along with illustrated gifs showing teens what to look out for, and stories from influencers about their first hand experiences with mental illness, this site truly speaks to teens. The site features content our audience actually cares about which hopefully in turn will help them share it with friends they truly care about.
With so many young people living on their phones these days having a fast mobile experience was a must. We worked hard to retain the animation and video integrations that make the desktop site so immersive without having to sacrifice performance. We ended up with a site that looks great if viewed from the computer lab or under your desk in health class.