We worked with the National Association of Broadcasters to create a PSA campaign to chip away at the stigma surrounding mental illness and create an online community where teens and young adults struggling with mental health problems could open up and share their personal stories of struggle, recovery and hope. The brand was developed to be relevant and authentic to our audience. We chose a look that incorporated elements and colors from pop culture that had a feel of humanism and approachability. The type font is bold yet with a distressed look but conveyed a sense of energy and hope. The campaign launched in July 2013 and has received over $16.2 million in donated airtime, over 16,480 teens are followers on our Tumblr site and visitors have clicked the ‘get help” button over 33,000 times to access mentalhealth.gov resources.