Most people assume that talking about mental health will elicit a weird reaction or response. But in reality, most friends are happy to listen and offer support. The campaign, 'Not That Weird,' taps into the power of unusual, visual metaphors, with the aim of normalizing mental health conversations for young people.
The first spot, 'Alone,' highlights how one student’s depression makes him feel like he’s locked in a deep-sea diving suit, a metaphor which manifests literally. In the second spot, 'Gnawing,' a shark gnaws on a young man’s arm, serving as a personification for his anxiety. In both spots, the weirdness doesn’t match up to each friend’s support and willingness to listen.
Through this approach, the campaign aims to break down barriers, helping young people feel more comfortable speaking out about their problems and reaching out to friends in need.
Agency: Red Tettemer O’Connell + Partners (RTO+P)
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
VP, Creative Director: Todd Taylor
Creative Director: Chris Plehal
Art Directors: Mariesa Greenholt, Chris Henry
Copywriters: David Valento, Meghan Burns
Group Account Director: Jacqui Abel
Account Manager: Andrew Collins
Photographer/Designer: Francois Boulaire
Production Company: Endeavor
Director: Bart Baldwin
Director of Photography: Andres Santamaria
Executive Producer: Isaac Solotaroff
Line Producer: Jim Morlino
Engineer: John Baker, Philly Post
Editing House: Endeavor
Editor: Andres Santamaria
Sound Design & Mix: John Baker, Philly Post