When someone you’re close to is struggling, you’re often the first to notice becoming uniquely positioned to reach out and offer support. It is easy to procrastinate starting that conversation, but it’s important to trust your instincts. It may feel awkward for our friends and family members to tell us when they’re struggling, that’s where the power of friendship can help. 

Seize the Awkward was created in partnership with JED, the American Foundation for Suicide Prevention, and the Ad Council. One component of the campaign focused entirely on utilizing Instagram. The platform is uniquely positioned to reach the teenage target audience. First, we transformed the profile grid into a mini microsite where the audience could quickly access information; warning signs that a friend is struggling, conversation starters, tips for support, and resources to get help. We also utilized Instagram stories to create “mad lib” style conversation starters. There was also an Instagram Story “Coupon” where users could screengrab the coupon and send it to friends as a way to break the ice; coffee date, movie date, etc.