Campaign: OK2TALK
WPP company: Ogilvy PR US
Client: National Association of Broadcasters

This campaign tackled the stigma which often surrounds mental illness and encouraged young adults experiencing mental health problems to share their stories via social media. TV and radio spots encouraged people to visit OK2TALK.org, a specially-designed website.

Results:

More than 320,000 TV and radio airings; reached 5 million young people via an in-school TV channel; more than 1.2 million page views on campaign website; 7% increase in calls to National Suicide Prevention Lifeline.

Chapter 2 of 10

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