Having ‘weird thoughts’? You’re not alone, says campaign about teenage suicidal ideation

Shame and stigma remain huge obstacles to getting help among people experiencing mental-health issues. This is as true for teenagers as anyone. 

Now, a new campaign from agency TDA_Boulder aims to reduce that shame by likening suicidal thoughts to all sorts of other “weird thoughts” that people have every day. The core message is that the human mind is constantly conjuring up all sorts of wacky ideas, and that darker thoughts are just another example of that—and one you shouldn’t feel ashamed to get help dealing with.

The work, on behalf of a Colorado group called Rise Against Suicide (RISE), includes TikTok videos as well as OOH/print/social executions. Here are a few of the TikToks:

Jonathan Schoenberg, executive creative director and partner at TDA_Boulder, lost a close friend to suicide five years ago and has been active in advocacy since then. He’s on the RISE board, and the agency has donated physical for the nonprofit to use.

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“As an agency that thrives on challenging conventions, we are honored to partner with Rise Against Suicide to launch the ‘Weird Thoughts’ campaign,” he said. “Through our campaign, we hope to empower young individuals to recognize the importance of open dialogue and to understand that help is always available.”

Here is some of the OOH/print/social work:

“Mental health has become a bigger topic among young people—unfortunately, because too many kids have lost their friends to suicide,” said Jenna Jenna Clinchard, executive director at RISE. “Youth will not be silenced anymore and are stepping up and saying enough is enough. ... We can all relate to having ‘weird thoughts’ or thoughts we think no one else is having. We can also relate to not knowing where to go for help. This campaign offers a unique way for kids to connect with their thoughts, understand they are not alone in their thinking, and reach out to RISE for help.”