Ad Council makes listening an act of love

The platform offers guidance and tools to help families start meaningful conversations and support young people.

Research from the Ad Council and Surgo Health suggests that twice as many young people experience symptoms of depression or anxiety as their parents recognise.

In response, the Ad Council’s Sound It Out campaign has launched Love Listens, a series of public service announcements created pro bono by McCann New York to encourage parents and caregivers to make time to listen to their children.

Developed in partnership with Pivotal, with additional support from the Arthur M. Blank Family Foundation, the campaign highlights the importance of quieter, open conversations alongside the visible support parents already provide. The aim is to help children feel comfortable discussing their concerns before problems escalate.

McCann New York creates Sound It Out campaign

The Love Listens creative directs parents and caregivers to SoundItOutTogether.org, which provides free, expert-vetted resources on topics including social media, bullying and children’s mental health.

Heidi Arthur, chief campaign development officer at the Ad Council: "It isn’t always easy for even the most engaged parents to know what their kids are dealing with or know how to start conversations. Sound It Out helps parents and caregivers better understand what their kids are going through and feel more confident having conversations that let them know they’re supported. Our new ‘Love Listens’ PSAs are a reminder that we don’t always need to have the answers—sometimes the most meaningful thing we can do is simply listen and be fully present."

Research highlights gap in parental awareness

The findings come from research conducted by the Ad Council and Surgo Health. The Youth Mental Health Tracker examines young people’s reported symptoms alongside everyday factors that contribute to their wellbeing, including time with friends, physical activity, outdoor experiences and creative activities.

Sema Sgaier, CEO, Surgo Health: "When we ask young people directly, they tell us things even attentive parents can miss. That includes how often they’re struggling, what they worry about, and what actually helps them cope" Sgaier also highlighted the importance of understanding the everyday experiences that support young people’s wellbeing.

Sound It Out campaign focuses on listening

Mike Hahn, executive creative director, McCann New York: "Love Listens leans into a powerful human truth: creating quiet, safe spaces for kids to be heard is just as critical as celebrating them in the big, joyful ways,” said Mike Hahn. "Sound it Out has helped parents navigate the conversations that matter for many years, and we’re proud to keep building on this important work with the Ad Council."

Kelsey Noonan, director of programme strategy, Pivotal: “Parents are showing up for their kids in so many visible ways, but this research shows the quieter moments matter just as much,” said Kelsey Noonan. “Insights from the Ad Council and Surgo Health give us a clearer view of what young people are experiencing and remind us how much we can learn when we take the time to listen.”

Campaign builds on Sound It Out’s reach

Launched in April 2021, Sound It Out has received more than $100 million in donated media support across television, radio, print, out-of-home and digital channels. The campaign has generated more than six million visits to SoundItOutTogether.org.

The Ad Council also reports that 44 percent of people aware of the campaign strongly agree that they feel confident having helpful conversations with their children about feelings or emotional wellbeing. This compares with 30 percent among people who are not aware of the campaign.

www.adcouncil.org

The Love Listens creative will run nationwide across television, digital, social media, radio, print and out-of-home placements, supported by donated media time and space.

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