Seize the Awkward: We Can Talk About It

The national Seize the Awkward campaign today released new Public Service Advertisements (PSAs), 'We Can Talk About It,' to inspire young adults (16–24) to start conversations around mental health with friends. The award-winning communications program, a joint effort from the American Foundation for Suicide Prevention (AFSP) and The Jed Foundation (JED) in collaboration with the Ad Council, promotes mental wellness to reduce the risk and rate of suicide among young adults. According to new data from the CDC, the suicide rate among young people aged 15 to 24 rose 8% in 2021 - an increase of 345 lives lost, and the highest increase among any age group. On top of these widespread struggles, Black and Hispanic/Latine people in the United States are less likely to receive mental health care, and their experiences of racism and discrimination can exacerbate mental health struggles. Recognising the need for culturally relevant content and resources for Black and Hispanic/Latine young adults, the Seize the Awkward campaign created 'We Can Talk About It.' The new PSAs, developed pro bono by award-winning creative agency and long time partner Droga5, reflect the lived experiences of a diverse range of young people. Inspired by the insight that young people are surrounded by harmful messages around mental health, 'We Can Talk About It' encourages them to break through the stigma and reach out to friends who may be struggling. The campaign aims to equip all young adults with accessible and relatable information to help talk about mental health with friends and directs audiences to the website for more resources.