The latest installment of the national “Seize the Awkward” campaign from the American Foundation for Suicide Prevention and The Jed Foundation in collaboration with the Ad Council includes this “We Can Talk About It” PSA designed to inspire young adults (16-24) to start conversations around mental health with friends.
The public service work, including this :60, recognize the need for culturally relevant content and resources for Black and Hispanic/Latine young adults. Developed pro bono by agency Droga5, the PSAs reflect the lived experiences of a diverse range of young people. Inspired by the insight that young people are surrounded by harmful messages around mental health, “We Can Talk About It” encourages them to break through the stigma and reach out to friends who may be struggling. The campaign aims to equip all young adults with accessible and relatable information to help talk about mental health with friends and directs audiences to SeizeTheAwkward.org for more resources.
Haya Waseem of production company Object & Animal directed the public service fare.
“For the last five years, Droga5 has been leading the creative development of the Seize the Awkward campaign. This time we focused on Black and Hispanic/Latine youth who often face even more pressure when it comes to mental health,” said Kevin Brady, executive creative director, Droga5. “Our film took a frank look at how the pressures of racism, masculinity and toxic positivity can affect mental health and let all youth know that the first step is reaching out to a friend to talk about how they’re feeling.”
Credits
Client Ad Council, American Foundation for Suicide Prevention, The Jed Foundation Agency Droga5 Scott Bell, co-chief creative officer; Kevin Brady, executive creative director; Nate Scott, executive design director; Pepe Funegra, creative director; Joseph Russomano, sr. art director; Temnete Sebhatu, sr. copywriter; Sally-Ann Dale, chief creation officer; Ruben Mercadal, Jesse Brihn, co-heads of film and content production; Jeremy Fox, executive producer; Charlotte Stirrup, Patrick Wood, sr. producers, film; Mike Ladman, sr. music supervisor; Mara Techam, jr. music supervisor; Shannon Choi, jr. designer; Graham Jones, strategy director; Molly Klein, sr. communications strategist; Sam Williams, jr. communications strategist. Production Object & Animal Haya Waseem, director; Christopher Lew, DP; Justin Benoliel, exec producer; Jennifer Brooks, producer. Editorial Cabin NY Dylan Edwards, editor; Dominique Machain, assistant editor; Maggie Meade, managing partner; Adam Becht, exec producer; Mariana Terenzio, sr. producer. Post/VFX The Mill TJ Sponzo, exec producer; Katharine Mulderry, producer; Brian O’Donnell, Jesse Newman, designers; Asaf Yeger, 2D lead; Jose Aruaz, 2D assist; Matt McDonald, David Forcada, Kayako Ono, finish. Color Electric Theatre Collective Luke Morrison, colorist; Olivia Jessop, color producer. Music Found Objects Jay Wadley, Trevor Gureckis, ECDs/co-founders; Ben Marshall, creative director; Adam Weiss, composer; Jennie Armon, exec producer; Elijah Torn, head of creative production; Katt Matt, lead producer; Nick Chomowicz, Agatha Lee, producers; Lee Cash Chisholm, music coordinator. Sound Design Wave NY Aaron Reynolds, Isaac Matus, sound design & mix; Vicky Ferraro, exec producer. Additional Animation Droga5 Studios Pravin Chottera, design director; Victor Hermosillo, editor/animator; Sheldon Smith, post producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
