Seize the Awkward was created through a partnership between the advertising agency Droga5, the Jed Foundation (JED), the American Foundation for Suicide Prevention, and the Ad Council as a way to raise awareness for teens and young adults about mental health, including suicidal thinking and behavior. Coloredge partnered with Droga5 to create these enamel pins and printed backer cards as conversation starters for teens.
Suicide is the second-leading cause of death in the United States among people ages 15 to 24. That statistic helped prompt an effort among the organizations to develop a unique campaign that targets teens and young adults and delivers information about risk factors for suicide, as well as tips for how to support someone experiencing emotional and psychological distress.
The campaign includes videos featuring YouTube stars like Hannah Hart, Liza Koshy, and Remi Cruz talking about their mental health struggles and how they’ve supported others during difficult times. The campaign’s website is loaded with tips about warning signs, as well as advice on how to listen supportively. (Example: “No need to be an expert. Just be a friend.”)