The campaign— from the American Foundation for Suicide Prevention (AFSP) and
The Jed Foundation (JED) in collaboration with the Ad Council —worked with the
Caleb Cares Foundation and the Annenberg School for Communication and
Journalism at the University of California (USC) to develop the
student-produced video.
In times of crisis, three in four young adults turn to a peer for support.
As students across the country return to school and National Suicide Prevention
Month begins in September, this new video from Seize the Awkward inspires
them to learn the signs and start the conversation with friends about mental
health. View the full PSA here.
Starring Caleb Williams, the spot highlights the real experiences of the
student-athlete and his fellow students about how talking with friends about
their mental health made an impact.
As the first collegiate athlete to participate in the campaign, Williams
adds his distinct outlook and experiences to expand the conversation about
mental health. The video also incorporates perspectives from several
current USC students who drew on their firsthand experiences as they ideated,
filmed, directed, and edited the PSA.
READ MORE: Teen anxiety on the rise
"Working with fellow USC students and the Seize the Awkward team on
this PSA allowed me to share how important mental health awareness is in my
life, especially through my experiences as a student-athlete," said
Williams. "I hope everyone sees the importance of supporting your friends
and what a huge difference that can make in someone's life."
Williams, who has committed to advocating for mental health and
anti-bullying through his foundation, Caleb Cares, also spoke at the live
premiere of the PSA yesterday at the USC Annenberg School for Communication and
Journalism. The event included a first look at the PSA and a panel moderated by
USC Annenberg Dean Willow Bay. Panelists included Williams; members of the
student production team; JED's Director of School Engagement, Erica Riba and
the Ad Council's Creators for Good Director, Elena Havas Taylor. Bonus content
from the panel will be released on the @SeizeTheAwkward Instagram.
Williams is the latest in a rich history of trusted messengers and
celebrities who have lent their voices to share the message of Seize the
Awkward since the campaign first launched in January 2018. Billie Eilish,
Aminé, Orion Carloto, Lauv, Noah Cyrus and more have all shared their personal
stories about how talking with friends about mental health has made an impact.
"All indicators show how needed this campaign and message are during
this time. AFSP thanks Caleb Williams and the USC team for creating the video
and encouraging young people to continue supporting each other and staying
connected. That support for one another will save lives," shared AFSP CEO
Robert Gebbia.
READ MORE: Mental health tips for COVID-era teens
"This PSA comes at a very important time, as we know that young people
are facing increasing levels of anxiety and depression as they grapple with
uncertainty, isolation, and loss resulting from the pandemic, as well as
concern about school shootings, incidents of bias and racism, climate change,
and loss of reproductive rights and autonomy, among other stressors," said
JED CEO John MacPhee. "It is important for young people to hear from their
peers that it's OK to open up and talk about their experiences."
For resources and conversation starters to talk with friends about mental
health, young adults can visit SeizeTheAwkward.org and follow @SeizeTheAwkward on Instagram.
About The American Foundation for Suicide Prevention:
The American Foundation for Suicide Prevention is dedicated to saving lives and bringing hope to those affected by suicide, including those who have had a loss. AFSP creates a culture that's smart about mental health through education and community programs, develops suicide prevention through research and advocacy, and provides support for those affected by suicide. Led by CEO Robert Gebbia and headquartered in New York, with an Advocacy office in Washington, DC, AFSP has local chapters in all 50 states with programs and events nationwide. Learn more about AFSP in its latest Annual Report, and join the conversation on suicide prevention by following AFSP on Facebook, Twitter, Instagram, and YouTube.
About The Jed Foundation: JED is a nonprofit that protects emotional health and prevents suicide
for our nation's teens and young adults. We're partnering with high schools and
colleges to strengthen their mental health, substance misuse, and suicide
prevention programs and systems. We're equipping teens and young adults with
the skills and knowledge to help themselves and each other. We're encouraging
community awareness, understanding, and action for young adult mental health. Connect with JED: Email | Twitter | Facebook | Instagram | YouTube | LinkedIn
About the Ad Council: The Ad Council is where creativity and causes converge. The
non-profit organization brings together the most creative minds in advertising,
media, technology and marketing to address many of the nation's most important
causes. The Ad Council has created many of the most iconic campaigns in
advertising history. Friends Don't Let Friends Drive Drunk. Smokey Bear. Love
Has No Labels. The Ad Council's innovative social impact campaigns raise awareness, inspire
action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council's communities on Facebook and Twitter, and view the creative on YouTube.
About Caleb Cares Foundation: USC quarterback Caleb Williams has always believed deeply in helping
the underdog. Through his foundation, he will dedicate energy and
resources to focus on eliminating bullying, mental health awareness and youth
development. Through different initiatives, events and programs Caleb hopes to
help the kids who are suffering because they don't fit in. Fitting in means
you're not standing out. Greatness is formed in our differences. What makes you
different today will propel you tomorrow. To learn more, visit CalebCares.org and follow the foundation on Instagram.