Youth Suicide Prevention: Seize the Awkward

The American Foundation for Suicide Prevention (AFSP), a health organization, launched its Seize the Awkward campaign to create a safe space to discuss mental health.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Suicide is the second leading cause of death for young adults. Proactive support from friends has proven to be one of the most successful ways to help at-risk youth. This campaign set out to empower young adults to reach out to friends in-need

Fueled by intimate conversations with "supporters" and those "at risk," we explored the social dynamics in play. We learned that friends' desire to support one another offers an incredible "natural resource," but that people need help overcoming the vulnerability. Our work identified a 'canyon...

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