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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.


Team Credits

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

Radio Production

Engineer: John Baker, Philly Post

Editing House: Endeavor

Editor: Andres Santamaria

Sound Design & Mix: John Baker, Philly Post