Ad Council
Client
Industry
Mental Health
Service
Social Strategy, Social Management, Branding, Content Creation, Campaign Ideation
About
In April 2021, Ad Council and Pivotal Ventures launched Sound it Out, a national PSA campaign aimed at empowering parents and caregivers—specifically Black and Latine communities—to have conversations with their middle school children about emotional wellbeing. Using music as a connecting point, the PSA generated content to break down barriers of communication that exist between parents/caregivers and their children. The goal was to have meaningful conversations and to recognize when their kids were struggling.
However, as the campaign grew there was an opportunity to go beyond PSAs and broaden reach and distribution channels.
My Role
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Conducted a comprehensive audit and review of Sound it Out’s social channels and community, identifying opportunities for new and expanded engagement and impact.
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Created a refreshed campaign concept and creative look + feel that resonates with Black and Latine parents/caregivers and invites middle schoolers to participate in the dialogue about their emotional wellbeing.
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Since launching, we have been able to grow our audience, partner with artists, storytellers and community allies, as well as provide robust tools and digestible content for parents/caregivers looking to make these connections with their children
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As a part of our premium content, we launched The Conversation Starter Pack with graphic creation, paid ads, and influencer engagement with creators in the parenting/mental health space like Valenciá De’La Clay-Bell (featured above).
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The Conversation Starter Pack (CSP) is a bilingual, interactive resource including conversation prompts and activities to help parents and caregivers connect with the young people in their lives and spark meaningful conversations about emotional wellbeing. The CSP is available in both digital and physical formats in English and Spanish.
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In partnership with WE THE URBAN—a new-age digital platform celebrating inclusivity, self-love and marginalized voices with intersectional wellness and social awareness at the forefront—we curated and produced a playlist, and amplified the Conversation Starter Pack through engaging prompts and audience reshares.
Results
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With our WE THE URBAN partnership we reached 164,888 accounts, had 11,204 clicks to the website and playlist, and increased our audience by 180 followers across our social platforms
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Grew by over +4000 organic followers across all platforms and received verification on Instagram
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The Conversation Starter Pack was featured in Paris at one of Ad Council's global wellness events