All of Me
Over the past decade, depression rates among teenagers have risen by 60%, while suicide rates have increased by 56% among young adults aged 18-24. Too often, younger people are either talked down to, talked over, or encouraged to be “empowered” without their actual experiences being heard or centered. The solution? A co-design approach that would allow us to build a campaign with the participation of the audience it aims to reach.
Client: National Alliance of Mental Heath (pitch)
Role: Copywriter and Strategist
Creative Concept and Copywriting
An immersive, co-designed camp experience for struggling teens
The "All of Me" campaign centered on the line, "All of me is worth knowing," promoting radical self-acceptance and encouraging mental health conversations. We ideated a five-night immersive mental health camp experience, and the imagery featured portraits of youths who participated holding the collages they made there.
Collaborating with co-design experts like ThinkPlace, a camp for teens from diverse backgrounds would provide a safe environment in which they’d be guided by professional support, could share their perspectives, identify their values, and process their emotions via artistic expression, crafting collages which could then be featured in the campaign to ensure authenticity and resonance.
For those who couldn’t attend the camps, we intended to create a website where kids could create their very own collage, just like the kids featured in the ads.
Agency: True North. Inc
Concept: Dan Brown, Vicky Wetterer, Alexander Filice, Raella Rayside, Naushika Perera
Executive Creative Director: Dan Brown
Copywriters: Alexander Filice, Raella Rayside
Senior Art Director: Naushika Perera