We built a brand. By teens. For teens. One that addresses today’s youth mental health crisis.
T-SHIRT COPY:
Heads Up.
We can do this.
Speak Up. Reach out.
For ourselves and each other.
Because honest words equal honest conversations.
When it comes to our feelings, let’s make sure everyone is heard.
SPREADING THE WORD
To kick off the movement, we created a Heads Up “Pop-Up Shop” experience. The shop gave teens a chance to come together and talk about how they’re REALLY feeling. Here’s a shout-out from Mayor Wu as well as a peek at some free merch.
TAKE AWAY ITEMS
From support resources to self-care reminders to personalized mental health activities, we created a whole suite of “Heads Up” materials.
ON THE AIR
We produced a radio spot and streamed it across the city. Was pumped to see (and hear) it come to life.
Role: Senior Copywriter
ECD: Pete Valle
Production: I-Heart Media
THE EVENT
