About This Project
Summary
This campaign centers on youth at graduation, a moment full of hope but often marked by silent struggles. Set against a traditional convocation speech, the film, directed by Jasmin Mozaffari, contrasts uplifting words with raw, emotional realities. Created for Jack.org, Canada’s only youth-led mental health charity, it launches the new platform "We’ll own that feeling," encouraging youth to speak up and support each other as they enter this new phase of their lives.
Goals & Objectives
Normalize mental health dialogue among Canadian youth by encouraging them to recognize, name, and share their emotions, reduce stigma, and promote early peer-led intervention before crises occur.
Results & Impact
The campaign launched across OLV, print, and paid social, amplifying Jack.org’s new identity and mental-health mission. The spot reinforced the organization’s leadership in youth-led early mental-health intervention.
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