ok2talk.org – National Association of Broadcasters
The National Association of Broadcasters wanted to raise awareness for mental illness and help sufferers start talking about it. After doing some research, they decided they wanted to create a PSA that talked to one of the most susceptible age groups: 13-24 year olds. The spot launched July 23rd, 2013 with a White House press event featuring Kathleen Sebelius, U.S. Secretary of Health and Human Services.
We purposely searched for teens and young adults that suffered from mental illness. We invited each one to open up about their experiences. I wrote a concept that allowed for honest, heartfelt, and real responses. These were no longer talents, but real people talking about their aspirations, and where they’d been.
After the first month on air, the spot generated the equivalent of almost $7M in ad revenue. The National Suicide Prevention Lifeline (1-800-273-TALK) saw an increase of about 7% in July and August of 2013 (roughly 13,000 calls). The spots ran nationwide on 98% of U.S. television networks.
I also wrote all site content for ok2talk.org.
Won: Addy (TV, and campaign)