The latest film in the Ad Council's “Seize the Awkward” campaign focuses on Black and Hispanic people aged 16 to 24 in a bid to get them to open up about their mental health.
Created by the Ad Council in partnership with the American Foundation for Suicide Prevention and The Jed Foundation, the new PSA , titled “We Can Talk About It”, shows the responses young people of color can get to their mental health struggles, including comments calling mental illness “a white people thing” and people telling them to “just think happier thoughts.”
The ad, created by Droga5, will appear nationally on broadcast, digital, social, out-of-home and print platforms.
“Black and Hispanic/Latine youth face additional challenges in accessing the care they deserve,” said Chief Executive Officer of Jed, John MacPhee. “As mental health leaders for our country’s youth, we are responsible for providing resources that address the unique challenges that all young people face while advocating for increased equity in mental health.”
The broader campaign, first created in 2018, aims to lower suicide rates in young adults.
Previous “Seize the Awkward” efforts have included working with video game company NCSOFT in 2020 that used the game Guild Wars 2 to ask people to check in on their friends. The campaign also released an ad involving a person in a brown turtleneck who personified the awkward moments in which people could ask others about mental health.