Between fentanyl, mental health struggles, and social media, today’s teens face more roadblocks to navigate on their journey to adulthood than generations before. And substance use and mental health can go hand in hand. The Free Mind campaign highlights this critical link among youth 12-17 to help prevent substance use and overdose, opening a door to an honest conversation about the link between the two. 

The development of the campaign was guided by thorough research including an environmental scan, expert interviews, roundtables with youth, parents and caregivers, and concept testing with youth. The hyperbolized yet relatable style allowed us to lead with approachable empathy, capturing the big feelings and big challenges of the teen years.