Kenzie Ziegler,
GAYLE among stars also featured in new digital content series
for Mental Health Awareness Month
NEW
YORK, April 25, 2024 /PRNewswire/ - The
national "Seize the Awkward" campaign premiered a new digital
content series today starring and directed by actress, activist,
and creator Nia Sioux. The "Capture the Convo" series marks the
former "Dance Moms" star and executive producer's debut as creative
director. By featuring intimate conversations between friends, the
series inspires teens and young adults to normalize talking about
mental health with their peers.
In the seven-part "Capture the Convo" video series, Sioux joins
her friends to model safe conversations about mental health and
discuss their real experiences checking in with peers. The series
encourages young adults to visit SeizeTheAwkward.org for tips to
start their own conversations and spot the signs that a friend may
be struggling.
Research suggests that peer support promotes effective coping
and improved mental health, a finding that inspires the mission of
the award-winning "Seize the Awkward" campaign by the American
Foundation for Suicide Prevention (AFSP) and The Jed Foundation
(JED) in collaboration with the Ad Council. The campaign aims to
equip young adults ages 16-24, especially Black and Hispanic youth,
with resources to regularly check in with their friends about
mental health.
"Mental health is so close to my heart and joining 'Seize the
Awkward' to create this new series was the perfect opportunity for
my first directing role to contribute to a cause I'm passionate
about," said Sioux. "Bringing this vision to life with leading
organizations in the mental health space has been empowering, both
as a director and as a young adult myself. I hope this series
serves as a reminder that we all have the power to start these
conversations with our own circles."
The first "Capture the Convo" video launched today on YouTube,
Instagram, and TikTok highlighting excerpts from conversations with
friends of Sioux's who will be featured throughout the series. All
videos feature the song "Lose Me Too," which was provided pro bono
by musical artist and mental health advocate, ROSIE.
Six additional videos will premiere throughout May for Mental
Health Awareness Month on social and digital channels belonging to
the participating talent and "Seize the Awkward." The participants,
who donated their time to take part in the series, have a
collective following of more than 58.8 million across social
platforms:
- Kenzie Ziegler, singer,
songwriter and actress
- GAYLE, Grammy-nominated artist and songwriter
- Brooklinn Khoury, skateboarder and content creator
- Paul Russell, platinum
recording artist
- Zach Hood, musical artist
and content creator
"We know that when youth struggle with their mental health, they
are likely to turn to a friend for help. Our 'Seize the Awkward'
campaign ensures that friends know what to do when this occurs, and
the campaign uses storytelling to convey these lifesaving
messages," said AFSP CEO Bob Gebbia.
"As a young director, Nia has been able to create 'Capture the
Convo' through this lens and show in a very relatable way what it
means to listen, support and make mental health conversations
acceptable and impactful for youth."
In each video, the participants answer questions like, "When
your friends check in on you, what is the best way for them to do
that?" and "How would you bring up a conversation if you knew a
friend was going through something?" with the goal of modeling open
conversations around mental health for young adults to apply in
their own social circles.
"When young people see individuals they admire embrace
vulnerability, engage in help-giving and help-seeking behaviors,
and advocate for mental health, it not only helps them relate but
also opens up new lines of healthy communication in their own lives
and within their friend groups," says John
MacPhee, CEO of JED. "Nia Sioux's directorial debut for the
digital 'Capture the Convo' series with 'Seize the Awkward' shows
her generation's ambition to mainstream conversations around
emotional health. This is a mission that has been at the forefront
of JED for the past 25 years and continues today with our partners
AFSP and the Ad Council. Together, we can make a difference in how
youth mental health is talked about, understood, and cared
for."
Production company RUOKAY supported the development of the
content series and the shoot featured an all-female and LGBTQIA+
production crew. Additional behind the scenes content from the
production was captured pro bono by photographer Krissy Saleh and videographer Cameron McLeod. As an extension of the video
series, shareable GIFs from "Capture the Convo" videos will be
available on the "Seize the Awkward" GIPHY page, which can be used
by young adults to start the conversation with friends.
"It's so important for young adults to see examples of safe,
open conversations around mental health, and we are confident
'Capture the Convo' will inspire viewers to start these critical
conversations with their own friends," said Heidi Arthur, chief campaign development officer
at the Ad Council. "Nia's authenticity as a young adult navigating
mental health with her friends shines through in her work on both
sides of the camera, and we are honored she chose to bring her
talent to this important new series."
Since launching in January 2018,
"Seize the Awkward" has been a trusted source of information for
young adults across the country, driving over 5.7 million visits to
SeizeTheAwkward.org and more than 83.9 million video views. In the
campaign's effort to reflect a diverse range of young adult
experiences with mental health, "Seize the Awkward" recently
released public service advertisements (PSAs) including "Check In
On Your Friends" with Grammy award-winning artist and
philanthropist Megan Thee Stallion,
"We Can Talk About It" produced pro bono by long-time partner
Droga5, and a student-produced video featuring Heisman-winning
quarterback Caleb Williams.
For tools and resources to start a conversation with friends
about mental health, visit SeizeTheAwkward.org and @SeizeTheAwkward
on Instagram.
American Foundation for Suicide Prevention (AFSP)
The
American Foundation for Suicide Prevention is dedicated to
saving lives and bringing hope to those affected by suicide,
including those who have experienced a loss. AFSP creates a
culture that's smart about mental health through public 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 a public policy office in Washington, DC, AFSP has local chapters in all
50 states, DC and Puerto Rico,
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,
YouTube, LinkedIn and TikTok.
The Jed Foundation (JED)
The Jed Foundation is a leading 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 |
Snapchat | Pinterest
The Ad Council
The Ad Council convenes creative
storytellers to educate, unite and uplift audiences by opening
hearts, inspiring action and accelerating change around the most
pressing issues in America. Since the non-profit's founding, the
organization and its partners in advertising, media, marketing and
tech have been behind some of the country's most iconic social
impact campaigns – Smokey Bear, A
Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun safety, the opioid epidemic, skill-based hiring and other
critical issues, the Ad Council's national campaigns encompass
advertising and media content, ground game and community efforts,
trusted messenger and influencer engagement, and employer programs,
among other innovative strategies to move the needle on the most
important issues of the day.
In November 2022, the Ad Council
announced a new Mental Health Initiative, uniting brands,
marketers, media companies and nonprofits to address the mental
health crisis throughout the U.S. at scale. With a founding
donation from the Huntsman Mental Health Institute, the multi-year
initiative aims to change social norms and create a society that is
more open, accepting and proactive when it comes to mental
health.
To learn more or get involved, visit AdCouncil.org, join the Ad
Council's communities on Facebook, Instagram, LinkedIn and X, and
view campaign creative on YouTube.
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SOURCE American Foundation for Suicide Prevention