Ad Council invites teens to ‘zill’ for mental health

The Ad Council has expanded its Love, Your Mind initiative with a teen-focused effort designed to make mental health conversations more accessible and action-oriented.

Announced on World Teen Mental Wellness Day, the campaign introduces a term created with teens themselves: zill, defined as any action that shows love to your mind on good, bad or everyday days.

The initiative aims to shift the tone of mental health messaging by giving young people language and tools they feel ownership over. Developed in collaboration with teen and young adult creators, the effort spans social platforms, short films and a dedicated digital hub.

Teen insight shapes campaign development

Research conducted by the Ad Council in December 2025 found that 70 percent of teens reported experiencing mental health struggles in the previous six months. More than half, 56 percent, said they do not feel knowledgeable about what actively caring for their mental health looks like.

Lisa Sherman, President and CEO, Ad Council: "Teens told us loud and clear: they don’t want another lecture about mental health. They want language and tools that feel real to them. We’re thrilled to collaborate with teens themselves to offer them a way to name the everyday actions that support their well-being so they can look out for themselves and each other."

Through co-creation sessions and testing, the word zill—inspired by resilience—emerged as a flexible term that resonated with participants. An initial group of creators is now sharing personal examples of “zilling” across social media, supported by dedicated @LetsZill accounts offering ongoing education and resources.

Creative built for teens, with teens

The campaign includes short films depicting everyday moments such as dancing, fishing, stargazing and spending time with friends. The films were directed by Mister and developed pro bono by BBDO New York.

Mikayla Lapierre and Laura Vancil, Creative Directors, BBDO New York: "From day one, we knew this couldn’t feel like a traditional campaign. Teens don’t want to be patronized, they want agency. By co-creating with them, we learned how to show up in their world, on their terms. We are proud to help bring zill to life because it gives young people a way to care for their minds that feels entirely theirs."

In line with the Ad Council’s distribution model, the work will run nationwide across donated media inventory, including broadcast TV, online video, cinema, audio and digital platforms. Media strategy and partner outreach were supported by Initiative.

The campaign directs teens to zill.org, a digital experience centered on peer-to-peer learning. The platform features videos and audio created by teens and reviewed by mental health experts, alongside gamified tools designed to encourage habit-building and self-reflection. The Ad Council states that the site includes privacy and security safeguards.

The initiative was developed with support from the Arthur M. Blank Family Foundation and in consultation with mental health specialists and teenagers.

Beth Brown, Managing Director of Mental Health and Well-Being, Arthur M. Blank Family Foundation: "Teen mental health is an important issue across the country. This campaign reflects our commitment to supporting and empowering young people. We’re proud to partner with the Ad Council to champion teen well-being and ensure every young person has the tools they need to take care of their mental health."

www.adcouncil.org

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