With suicide being the second largest cause of death amongst young adults, we wanted to attack this problem in a new way.
We knew that when friends reached out to other friends, who they thought might have mental health issues, this conversation had a very positive impact on this person and the way they felt.
The problem we needed to overcome, was getting these young adults to reach out to their friends, because many felt that this conversation was incredibly awkward.
With this campaign, we wanted to turn an awkward situation into something people viewed as positive.
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