New Public Service Ads Empower Young People to Connect and Combat Isolation

New Public Service Advertisements to Address Isolation

The "Seize the Awkward" campaign, a collaborative initiative led by the American Foundation for Suicide Prevention (AFSP), The National Alliance on Mental Illness (NAMI), and the Ad Council, has launched new public service advertisements (PSAs) aimed at encouraging young people to reach out to friends in need of support this Mental Health Awareness Month and beyond.

The recently unveiled PSAs titled "Let's Be Real" underscore the importance of small, intentional connections among peers. Research conducted by the Ad Council reveals that teens and young adults, despite their desire for emotional support, often find it tough to express their needs. This disconnection can lead to feelings of loneliness and isolation, making it critical to promote open dialogue in a relatable manner.

Since its inception in 2018, the "Seize the Awkward" campaign has made it its mission to destigmatize conversations surrounding mental health. Partnered with Droga5 (a part of Accenture Song), the campaign has consistently evolved to address the needs of young people today. Notably, the research indicates that 54% of teens and young adults aged 16-24 who encounter mental health challenges prefer to confide in friends as opposed to parents or professionals, highlighting the vital role that peer support can play.

Heidi Arthur, Chief Campaign and Program Officer at Ad Council, emphasizes that one doesn’t need to have the perfect words to support a friend. She states, "For eight years, in collaboration with our partners, 'Seize the Awkward' has continually evolved to meet the needs of young people today, and young people need real human connection."

This sentiment is echoed by Dr. Christine Yu Moutier, CMO of AFSP, who acknowledges that while reaching out may feel intimidating, simply being present for a friend can initiate an honest dialogue. Daniel H. Gillison, Jr., CEO of NAMI, asserts the vital importance of connection, remarking, "This work shows how a simple check-in can open the door to support and help someone feel seen, understood and less alone."

The PSAs, created pro bono by Droga5, feature a unique absence of dialogue, a creative choice that removes the focus from the complexities of speech and instead highlights intimate, informal moments between friends. Accompanying the visuals is original music produced collaboratively by Grammy-Award-winning artist Lil Silva and singer-songwriter Sampha. Kevin Brady, the executive creative director at Droga5, explains that their intent was to demonstrate that true friendship is more about being present than having the perfect words to share.

Running in various formats across broadcast, digital, social media, and out-of-home platforms, the new PSAs will inspire further engagement as they are also supported by custom content on Pinterest, Snapchat, and TikTok.

Since its launch, the "Seize the Awkward" campaign has become a valued resource for young adults, driving impressive engagement of 8.7 million visits to SeizeTheAwkward.org, generating $148 million in donated media support. Data shows that teens and young adults aware of the campaign are significantly more likely to check in on a friend regarding their feelings compared to those who are not aware (57% vs. 45%).

Those interested in finding tips and resources for reaching out to friends can visit SeizeTheAwkward.org and connect by following @SeizeTheAwkward on social media platforms such as Instagram, Pinterest, and TikTok.

About the Partnering Organizations

The Ad Council has been at the forefront of social impact campaigns for over 80 years, advocating for positive societal change through its unique storytelling approach. Initiatives like Smokey Bear and Friends Don't Let Friends Drive Drunk have become ingrained in American culture.

The American Foundation for Suicide Prevention (AFSP) is dedicated to saving lives and fostering mental health awareness through educational campaigns and community programs. The National Alliance on Mental Illness (NAMI), the nation’s largest grassroots mental health organization, focuses on improving the lives of those affected by mental illness.

Together, these organizations aim to enhance mental well-being and combat the stigma associated with mental health challenges, empowering individuals with tools and resources necessary for making a difference in their communities.