The Ad Council's latest spot is one in a zill
Directed by Mister and developed pro bono by BBDO New York, the charity’s latest expansion of its Love, Your Mind initiative shows snapshots of teens in naturalistic, healing scenarios.
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Credits
View on- Agency BBDO/New York
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- Director Mister/(Director)
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Credits
View on- Agency BBDO/New York
- Director Mister/(Director)
- Creative Director Mikayla Lapierre
- Creative Director Laura Vancil
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Credits
powered by- Agency BBDO/New York
- Director Mister/(Director)
- Creative Director Mikayla Lapierre
- Creative Director Laura Vancil
We were all teens once, and now we're big, however much we might want to guide them through their struggles, we also know that preaching rarely lands.
With that in mind, The Ad Council has expanded its Love, Your Mind initiative with the introduction of ‘zill’, a newly coined term centred on resilience and designed to meet its audience where they are, rather than talk down to them.
Released on World Teen Mental Wellness Day, the series of spots, directed by Mister and developed pro bono by BBDO New York, shows snapshots of young people in naturalistic moments of restoration, from dancing and fishing to stargazing and laughing with friends.
With research revealing that 70% of teens say they’ve experienced mental health struggles in the past six months, while 56% do not feel knowledgeable about what actively caring for their mental health looks like, the message feels distinctly timely.
The filmic campaign is supported by a new digital hub, zill.org, which houses peer-created, expert-vetted resources and tools designed to encourage everyday habit-building.
“Teens told us loud and clear: they don’t want another lecture about mental health,” explains Lisa Sherman, president and CEO, the Ad Council. “They want language and tools that feel real to them. We’re thrilled to collaborate with teens themselves to offer them a way to name the everyday actions that support their well-being so they can look out for themselves and each other.”
“From day one, we knew this couldn’t feel like a traditional campaign,” added Mikayla Lapierre and Laura Vancil, creative directors, BBDO New York. “Teens don’t want to be patronized, they want agency. By co-creating with them, we learned how to show up in their world, on their terms. We are proud to help bring zill to life because it gives young people a way to care for their minds that feels entirely theirs.”
"Teen mental health is an important issue across the country,” said Beth Brown, managing director of mental health and well-being, the Arthur M. Blank Family Foundation. "This campaign reflects our commitment to supporting and empowering young people. We’re proud to partner with the Ad Council to champion teen well-being and ensure every young person has the tools they need to take care of their mental health.”
