Positive Change - Social Good: Non-Profit

Seize the Awkward

Suicide is the second leading cause of death among teens. At-risk youth feel alone, but there is one group they trust for support: their friends. Our task: encourage teens to talk to friends who struggle with mental health issues. But talking about mental health with friends can be... awkward. Instead of shying away from it, we leaned into awkwardness and showed how awkward moments can be opportunities to help. Ultimately, we normalized mental health conversations, making ad-aware teens 30% more likely to speak to a friend and save a life.

Brand: Ad Council
Client: Ad Council
Agency: Droga5
Language: English

Together for MagicHome

Brand: MagicHome
Client: MagiCAMP NGO
Agency: Jazz Communication
Language: Romanian

Last Laugh

IAPC’s Last Words campaign in 2016 created awareness for palliative care. But in India, talking about death is taboo, so even the terminally ill, their doctors and families don’t talk about death, let alone palliative care. In this environment, the terminally ill performed stand-up comedy about death for their families, doctors and a paying audience to break this taboo and bring about cultural change. They were screened and trained by palliative care counsellors and India’s best stand-up comedians. These shows and its coverage became our campaign.

Brand: Indian Association of Palliative Care
Client: IAPC
Agency: Medulla Communications
Language: English