Grammy winner and philanthropist Megan Thee Stallion has teamed up with Seize the Awkward, a nationwide campaign aimed at inspiring and preparing young adults (ages 16-24) to engage in open conversations about mental health with their friends.
In a powerful new public service advertisement (PSA) titled “Check In On Your Friends,” Megan urges viewers to break down the stigma surrounding mental health and emphasizes the significance of peer-to-peer support.
Statistics reveal that 76% of young adults turn to their peers for support during times of crisis, emphasizing the importance of initiatives like Seize the Awkward. The campaign strives to empower young adults to break down barriers surrounding mental health, initiate conversations, and offer a helping hand to friends in need.
Seize the Awkward is a collaborative effort between the American Foundation for Suicide Prevention (AFSP) and The Jed Foundation (JED) in partnership with the Ad Council. The campaign’s mission is to equip young adults, with a particular focus on Black and Hispanic youth, with accessible resources for initiating conversations about mental health and recognizing signs that a peer may be struggling.
In the latest PSA, Megan Thee Stallion candidly discusses the pressures of projecting strength and underscores the importance of being there for friends when they need it most. She delivers a vital message: “It’s OK to not be OK.” The film also highlights BadBitchesHaveBadDaysToo.com, Megan’s website that offers a wide array of mental health resources.
The PSA was developed pro bono by the award-winning creative agency Droga5, in collaboration with Accenture Song, and directed by Ewurakua Dawson-Amoah. By drawing from Megan’s own experiences and her journey to shed the facade of toughness, the PSA encourages viewers to find strength in vulnerability and engage in candid conversations with friends. Watch below:
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Megan commented on her involvement, stating, “I’m proud to team up with Seize the Awkward and use my platform to help normalize conversations around mental health. It’s important that we regularly check in on our friends and family and make sure to show empathy, encouragement, and love when they’re struggling. A strong support system can make a powerful difference in someone’s life.”
“As women of color, we are too often perceived as ‘strong,’ so it was imperative to prove that all friends should be checked on – no matter who they are or how they may appear to be,” explains Courtney Richardson, creative director at Droga5. “Our campaign is a visual representation of when we are given a chance to be vulnerable, allowed to unapologetically open up and have hard conversations, that’s when our real emotions can crack the surface and we can start to become whole.”
John MacPhee, CEO of JED, noted, “Partnering with Megan Thee Stallion for our latest Seize the Awkward initiative lets young people know that they don’t have to be strong all the time or suffer in silence. They can reach out to friends in the community for support and care when faced with mental health challenges. Celebrating and advocating for one another not only supports well-being but protects emotional health and prevents suicide for teens and young adults across America.”
AFSP CEO Bob Gebbia added, “Her involvement will help ensure young people hear the message that struggling with one’s mental health is normal, and so is asking for help.”
The PSA will be featured nationwide across various media formats, including broadcast, digital, social, out-of-home, and print, with support from Snap Inc., SXM Media, TikTok, and others. Furthermore, an influencer activation, #SeizeTheAwkward, will feature Black-owned influencer agency Kensington Grey, emphasizing the campaign’s commitment to reaching diverse audiences.
“We are so proud to collaborate with Megan Thee Stallion to further the reach and impact of the Seize the Awkward campaign and elevate her longstanding commitment to mental health. Megan has a unique and powerful connection with young adults and this creative content will inspire people to talk about mental health and check in with each other,” said Ad Council Chief Campaign Development Officer Heidi Arthur. “This new PSA will have ripple effects for years to come, bringing necessary attention and changing the narrative around mental health.”
Seize the Awkward has been a trusted source of information for young adults since its inception in January 2018, driving millions of visits to its website and garnering millions of video views. Megan Thee Stallion’s involvement is expected to further the campaign’s mission of encouraging open conversations about mental health among young adults across the country.
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