Suicide Prevention (Seize the Awkward)

Right now, it’s crucial that young people check in with their friends. Recent Ad Council COVID-19 research shows that, compared to older adults, young people report feeling more negative emotions such as isolation and depression related to COVID-19.  

The Seize the Awkward COVID-19 specific campaign is a collaboration between the Ad Council, the American Foundation for Suicide Prevention (AFSP) and The Jed Foundation (JED), and emphasizes that you don’t have to “be there” to be there for a friend who may be struggling.  

Campaign Objective: Empower young adults to get involved when they suspect a friend is experiencing mental health issues or may be at-risk for suicide. 

Target Audience: Friends of young adults ages 16-24 (bullseye of 18-21) who may be struggling with mental health issues.

Call-to-Action: Reach out to a friend to start a conversation and visit for ways to help. 


Feelings of anxiety and isolation from staying at home to slow the spread of coronavirus is widespread. While you stay home, there are lots of ways to stay calm, stay connected and stay active. We may be keeping our distance but we’re all in this together.

Campaign Objective: Encourage people to take control of their emotional well-being during a time of uncertainty

Target Audience: General 18-34 year olds

Call-to-Action: Visit to learn how to take care of yourself and others.