YSS and their provider partners came to Red Dot with aseemingly impossible task. (Gasp!) They wanted to create a campaign aimed at young adults that talked about substance abuse. They also wanted to raise awareness for a new type of therapy to help change behavior. Yeah, right—right?
After in-depth conversations with providers we uncovered a key insight: teens don’t want to talk about substance abuse, but they are passionate about their goals—both big and small. Our job was to tie one to the other in an engaging way.
This powerful campaign focused on the idea of accountability and reminded the audience that nothing can stop them from reaching their goals—except themselves.
Empowering, motivating and eye opening, the campaign led with evocative photography and rolled out on social media to help reduce the stigma of getting help.