OUR STRATEGIC UNLOCK: MENTAL HEALTH
We discovered that vaping and recreational weed use is due to a growing mental health issue among teens.
The mental health crisis is driving an increase in risky behavior, and teens are increasingly turning to vaping and marijuana to cope. That’s why we created a campaign to give teens the tools and strategies to take control of their mental health and #OwnYourPower
DON’T TALK DOWN. CO-CREATE.
We engaged teen creators to build the campaign using an inside out approach. We knew that if this were to be successful, it had to come from the teens themselves. Rather than spit facts and shame tactics, we offered solutions for bettering your mental health and have real conversations around vaping and weed.
“VIBES” MEETS ACTION
As a veteran of the Truth campaign, I knew that if we were going to break through, we needed to create a brand that met teens where they are, one that feels authentic and inspiring. That’s why our creative team took inspiration from the themes of street fashion and TikTok to create a playful landscape that was designed to help teens take action and embrace healthier decisions.
@odmhsas With everything going on in the world, it's a lot for anyone to deal with. 🥲 But with support, you can #OwnYourPower and find healthy ways to feel better. #mentalhealth ♬ Chill Vibes - Tollan Kim
Credits
Executive Creative Director: Allbriton Robbins
Strategy: Chet Gulland
Creative Director: Jerryd Clinton
Designer: Cara Rich