Droga5, SMUGGLER Show the Power of Connection for Ad Council's “Seize the Awkward”
May is Mental Health Awareness Month, and to mark the initiative, Droga5 has teamed up with SMUGGLER and Fenn O’Meally to address the thorny issue of how teens and young adults can start conversations with friends who may be struggling with issues like loneliness and isolation.
In an emotional new PSA titled “Let’s Be Real,” created for the Ad Council’s “Seize the Awkward” campaign by Droga5 and directed by SMUGGLER’s Fenn O’Meally, small yet intentional moments of connection are shown making a meaningful difference in supporting a friend’s mental health.
“Seize the Awkward” is a partnership between the Ad Council, The American Foundation for Suicide Prevention and NAMI, the National Alliance on Mental Illness. The campaign is based on Ad Council research that finds that teens and young adults crave connection and emotional support, but many struggle to express that need – which can lead to feelings of isolation and loneliness.
Since 2018, this national campaign has been dedicated to normalizing conversations around mental health and offering resources and encouragement to help young people support one another. According to Ad Council research, 54 percent of teens and young adults (ages 16 to 24) facing mental health challenges usually turn to friends for support, ahead of parents, caregivers or professionals.
“This powerful new work is grounded in a simple truth: you don’t need the perfect words to show up for a friend,” said Ad Council Chief Campaign and Program Officer Heidi Arthur. “For eight years, in collaboration with our partners, ‘Seize the Awkward’ has continually evolved to meet the needs of young people today, and young people need real human connection.”
“For teens and young adults, knowing what to say when reaching out to a friend can seem intimidating,” says AFSP CMO Dr. Christine Yu Moutier. “We’re reminding them that just being yourself and being there for a friend can be deeply meaningful, which can lead to honest dialogue and ultimately, better mental health outcomes.”
“Connection is a critical part of mental health, especially for young people navigating so much change in today’s world,” says Daniel H. Gillison, Jr., Chief Executive Officer, NAMI. “This work shows how a simple check-in can open the door to support and help someone feel seen, understood and less alone.”
Created pro bono by Droga5, part of Accenture Song, “Let’s Be Real” features original music from a collaboration between Grammy-Award-winning producer and artist Lil Silva and award-winning singer-songwriter and producer Sampha. By depicting informal and intimate moments between friends, with minimal or unheard dialogue, the films remind viewers that being a good friend doesn’t mean you have to know exactly what to say – it’s about being present and being real.
“So many people are nervous about saying the right thing to a friend in need. We wanted to create work where the words didn’t matter,” says Kevin Brady, executive creative director at Droga5. “So, we removed dialogue and created an atmosphere that showed the power real friends have just by checking in.”
The PSAs will run nationwide in donated placements across broadcast, digital, social, and out-of-home platforms, and will also be supported by custom content in partnership with Pinterest, Snapchat and TikTok, among others.
Seize the Awkward “Let’s Be Real” Credits:
Clients: Ad Council, American Foundation for Suicide Prevention, National Alliance on Mental Illnesee
Agency: Droga5
Global Chief Executive Office: Mark Green
Chief Creative Officer: Rafael Rizuto
Global Chief Strategy Officer: Emma Montgomery
President: Chioma Aduba
Global Head of Production: Ruben Mercadal
Executive Creative Director: Kevin Brady
Creative Directors: Temnete Sebhatu, Joe Russomano
Designer: Viktoria Burak
Executive Producer: Dave Stephenson
Senior Film Producer: Ally Churchwell
Associate Producer: Ariana Narang
Assoc. Director & Sr. Business Affairs Manager: Tom Vendittelli
Senior Talent Manager: Sunny Valencia
Production Company: SMUGGLER
Director: Fenn O’Meally
Executive Producer: Carlin Wilson-Webb
Line Producer: Manny Caston
Director of Photography: Drew Daniels
Editorial: New International Picture Company
Editor: Carla Luffe
Assistant Editor: Sean Ellam
Executive Producer: Carlin Wilson-Webb
Producer: Ray Klonsky
Color Grading: Ethos
Colorist: Dante Pasquinelli
Color Producer: Nat Tereshchenko
Post Production Finishing: Preymaker
Producer: Melissa Stephano
Music: Found Objects
Artists: Lil Silva and Sampha
Audio Post: New International Picture Company
Sound Design and Mix: Kevin Koch
