The Client: AdCouncil’s “Seize the Awkward”

The Ask: Ad Council had originally tasked The Soze Agency with designing a social campaign that encourages young adults to “Seize the Awkward” through initiating difficult conversations with peers about mental health.

Background: Our audience of 16-24 year olds (Generation Z) report that anxiety and depression are serious issues for themselves and their friends, but only 33% have sought out professional help, despite being the most vocal about the subject over social media. However, many topics our audience engage with online are a source of stress. As an example, 62% of our audience reported coverage of the current political climate as a significant stressor, and 57% stated the same regarding climate change.

The Problem: Due in part to overstimulation from online conversations and the overwhelming current events that propel them, Gen Zers are in need of meaningful support when it comes to mental health.

Key Insight: Simply having conversations around mental health is an important step, but where those conversations happen can be just as important.

Strategic Idea: Use social media as a tool to guide our audience away from overstimulation, and toward intentional discussions through in-person events that are guided by professionals in the mental health space.

The Execution: A social media campaign that promotes in-person events in three major cities, and demonstrates what meaningful conversations are. The campaign notably relying on partnerships with trustworthy figures, such as micro-influencers, and We’re Not Really Strangers to amplify the campaign’s importance and contribute to its content.