Empowering teens and young adults to talk about mental illness.
In the wake of several high-profile school shootings, the National Association of Broadcasters (NAB) committed to using the power of its broadcast megaphone to educate Americans on mental health by developing a PSA campaign to encourage more in-depth conversations about mental health in schools, the workplace, families and among friends. Ogilvy was challenged to deliver a compelling PSA campaign to chip away at the stigma surrounding mental illness and create an online community where teens and young adults struggling with mental health problems could open up and share their personal stories of recovery, tragedy, struggle, and hope. Consumer engagement contributed to a 7% increase in calls to the National Suicide Prevention Lifeline (promoted prominently on OK2TALK.org) in July/August 2013 compared to 2012-approximately 13,000 calls. Further, NAB provided its 8,000+ members with a platform to serve their communities, delivering a creative and effective campaign that they have wholeheartedly embraced. NAB strengthened relationships with government officials and policymakers-demonstrating the unique and important role broadcasters play in communities they serve.