Role: Art Director (Creative Shop)
Creative Shop Creative Strategist: Ji Lee Illustrator: Abbey Lossing Client: Ad Council + Droga5 for JED, American Foundation for Suicide Prevention
Seize the Awkward is a campaign created by Droga5 to educate and empower millennials to seize the awkward conversation with a friend at risk. The insight is that friends know best when it comes to noticing when their friends are acting differently. With a hero film and website created by Droga5, and instructional style videos, help them to seize the awkward with confidence and support their friends beyond the initial conversation. Our role at Creative Shop was to figure out the best way to share this message on Instagram. The solution was turning their Instagram page @SeizeTheAwkward into a microsite paired with visually stunning illustrations and helpful information, instructions and tools to help those affected by mental health issues. We also created 'ice-breakers' and digital coupons for friends to share with their friends at risk in hopes of getting them to talk IRL.
The Instagram posts contained detailed steps on how to initiate the conversation, what signs to look for, and how to follow up with a friend at risk.
These coupons (above/below) encouraged friends to set up in person meet ups. Users were asked to send the posts as a DM or to screenshot an invite through the Instagram Stories ads.