76% of young adults will turn to a peer for support in a time of crisis—so it’s critical that young people know how they can support their friends who may be struggling with their mental health. The Seize the Awkward campaign (developed by the American Foundation for Suicide Prevention and The Jed Foundation in collaboration with the Ad Council) offers resources and tips to help young adults start the conversation at SeizeTheAwkward.org.

In this case study, we’ll share a look at the campaign strategy and latest creative, as well as learnings for how media and trusted messenger partnerships have helped extend the campaign’s reach and relevance.

More info at https://www.shemedia.com/sxsw-2023