The Many Partners with Ad Council to Evolve 'Seize the Awkward' Campaign on Social Media

The Many and nonprofit organization Ad Council are partnering to create a social evolution of the national award-winning campaign Seize the Awkward by enhancing its Instagram presence to meet teens and young adults where they consume content. The campaign is a joint effort between the American Foundation for Suicide Prevention, The Jed Foundation (JED), the Ad Council, and creative agency Droga5.

According to a 2020 American Psychological Association survey, 34% of respondents between the ages of 18-23 reported that their mental health had worsened compared with before the COVID-19 pandemic. It’s important that we normalize and care for our mental health, just as we would our physical health. And while one person’s problems aren’t anyone else’s to solve, we all have mental health and together it’s a shared opportunity to address the larger issue. Gen-Z already knows this well, as they apply collective thinking and speak up about societal issues, including mental health.

The Many utilized an inclusive and optimistic tone to develop eye-catching artwork that speaks to young adults in a way they can relate to, embracing that conversations about mental health can sometimes be awkward or difficult but there are ways to support each other in talking openly about stress, anxiety and depression, among others. These conversations can help people know they are not alone, connect people to much-needed resources and help, and even save lives.

"Now more than ever, there’s an opportunity to recognize mental health struggles among young adults as something we all have a responsibility to address. It just so happens at the same time, we’re all living through the coronavirus pandemic as a collective trauma. But we are together,” said Mars Millisic and Kate 'Rizzo' Digilio, Associate Creative Directors at The Many. “We’re lit up by Gen-Z, especially the collectivist point of view they bring to huge issues. 'Let’s Make This A We Thing' is crafted in that spirit. We’re so excited to bring our contribution to Seize the Awkward and build upon the impact it’s had already.”

The Many’s continued partnership with Seize the Awkward serves the goal of developing eye-catching Instagram content that equips young adults to start and sustain conversations about mental health with peers that may be struggling.

“With so much of our target audience spending time on social media, this collaboration with the talented team at The Many is very exciting for us,” said Heidi Arthur, chief campaign development officer at the Ad Council. “The thoughtful work they are bringing to Seize the Awkward will help us continue to foster an empowered Instagram community and reach young adults searching for that extra push to check in with a friend who may be struggling.”

To date, five pieces of content have been published to Seize the Awkward’s Instagram handle with the sixth posted via Instagram Stories on September 30.