Challenge

Create a compelling brand identity for a mental health program focused on teen wellness, and develop campaign elements that foster feelings of security and trust for both parents and teens.

Approach

Develop and launch an integrated campaign that addresses the mental health crisis in teens in a unique and understanding way. The campaign seeks to remove the perceived embarrassment associated with asking for help and shines a light on the normalcy of being challenged by mental illness, and de-stigmatize mental illness through the use of self-identifiable characteristics, approachable language and a unique visual interpretation of the brain as an organ that can experience illness—just like any other part of the body

Campaign Elements

• Brand identity

• Advertising campaign

• Social campaign

• Video

• Radio

Credit

Keith Goldberg, Executive Creative Director

Joshua Phillips, Senior Art Director

Whitney Blackburn, Senior Copywriter