Ad Council campaign urges teens to check in on friends

The Seize the Awkward campaign has launched a fresh wave of public service advertising aimed at encouraging teens and young adults to check in with friends and support their mental health through everyday interactions.

Led by Ad Council in partnership with American Foundation for Suicide Prevention and National Alliance on Mental Illness, the initiative builds on ongoing efforts to normalise conversations around mental wellbeing among younger audiences.

Campaign highlights everyday connection

The creative platform, titled Let’s Be Real, focuses on small, intentional moments between friends, demonstrating how simple gestures can help reduce feelings of isolation. Research from the Ad Council shows that while many young people seek emotional support, they often find it difficult to express that need.

According to the organisation’s data, 54 percent of teens and young adults aged 16 to 24 facing mental health challenges turn to friends for support, ahead of family members or professionals.

Heidi Arthur, Chief Campaign and Program Officer, Ad Council: "This powerful new work is grounded in a simple truth: you don't need the perfect words to show up for a friend. 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."

Creative approach removes pressure

The campaign was developed by Droga5, part of Accenture Song, which has worked on the initiative since its launch in 2018. The latest executions remove dialogue to emphasise presence over perfect phrasing.

Dr. Christine Yu Moutier, Chief Medical Officer: "For teens and young adults, knowing what to say when reaching out to a friend can seem intimidating. We're reminding them that just being yourself and being there for a friend can be deeply meaningful, which can lead to honest dialogue and ultimately, better mental health outcomes."

The films feature music created through a collaboration between Lil Silva and Sampha, reinforcing the emotional tone of the work.

Daniel H. Gillison Jr., Chief Executive Officer, NAMI: "Connection is a critical part of mental health, especially for young people navigating so much change in today's world. This work shows how a simple check-in can open the door to support and help someone feel seen, understood and less alone."

Multi-platform rollout targets youth audiences

The PSAs will run across broadcast, digital, social, and out-of-home channels through donated media placements, supported by partnerships with platforms including Pinterest, Snapchat, and TikTok.

Kevin Brady, Executive Creative Director,Droga5: "So many people are nervous about saying the right thing to a friend in need. We wanted to create work where the words didn't matter. So, we removed dialogue and created an atmosphere that showed the power real friends have just by checking in."

Since its launch, the campaign has generated 8.7 million visits to its website and secured 148 million dollars in donated media. Research also indicates that those aware of the campaign are more likely to check in on a friend about their mental health, with 57 percent reporting they had done so in the past month, compared to 45 percent among those unaware.

www.adcouncil.org

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