Seize the Awkward Suicide Prevention Awareness Month by Portal A & The Ad Council

Suicide Prevention Awareness Month is September and the Ad Council’s ‘Seize the Awkward’ campaign is partnering with musicians Aminé, Hayley Kiyoko, Christina Perri and Lindsey Stirling to empower teens and young adults to talk about mental health with their friends.

The video series features an anthem spot and four personal story videos, with the artists sharing their own personal experiences of how starting a conversation about mental health with friends has impacted their lives. Throughout September, the national public service campaign, in partnership with the American Foundation for Suicide Prevention (AFSP) and The Jed Foundation (JED) will run on digital, social and media platforms popular among teens and young adults to encourage them to reach out to friends who might be struggling.

“This extraordinary group of musicians and major digital platforms gives us the opportunity to authentically reach and engage teens and young adults throughout the country,” said Lisa Sherman, president and chief executive of the Ad Council. “Each of these musicians has an impactful, relatable story that will hopefully encourage young adults to start important and potentially life-saving conversations.”

The digital-first creative content, including social videos produced with award-winning digital studio Portal A and radio spots, features the popular musicians with a total social audience of nearly 20 million. In addition to starring in the videos, the musicians will also be amplifying their own personal stories across their platforms.