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A.S.K. Campaign

MTV Entertainment Studios and Kids & Family PROJECT
A.S.K. Campaign by MTV Entertainment Studios and Kids & Family

credits

Title
  • A.S.K. Campaign
Entrant
  • MTV Entertainment Studios and Kids & Family

About This Project

Summary

Young people are facing mental health challenges at record rates and the people in their lives are the first line of support. But MTV research found that while young people want to support their friends, nearly 70% don’t know how. That’s why we teamed up with Active Minds to develop the new “stop, drop and roll” for how to provide emotional support for our loved ones when they need us. It’s called A.S.K. - Acknowledge, Support, Keep-In-Touch. Because the best way to help is to A.S.K.

Goals & Objectives

Position young people to feel confident navigating difficult conversations about mental health. Meet them where they are on social, at their schools and at youth-focused events to introduce them to A.S.K. and help them feel prepared to provide support the next time someone in their life needs them.

Results & Impact

The insight that drove the development of A.S.K. is that nearly 70% of young people don’t know how to provide emotional support. After being exposed to A.S.K., 72% say they feel more prepared. With 28M views and 1.3M engagements and counting, A.S.K. is closing the peer support knowledge gap.

the team

Amy Campbell
  • Chief Marketing Officer
  • MTV Entertainment Studios, Paramount Global
Brianna Cayo Cotter
  • SVP, Social Impact
  • MTV Entertainment Studios, Paramount Global
Francesca Batista
  • SVP, Marketing & Campaign Management
  • MTV Entertainment Studios, Paramount Global
Deva Newman
  • SVP, Brand Creative Editorial
  • MTV Entertainment Studios, Paramount Global
Erika Soto Lamb
  • VP, Social Impact
  • MTV Entertainment Studios, Paramount Global
Pamela Brill
  • VP Brand Creative Design Production
  • MTV Entertainment Studios, Paramount Global
Timothy Livezey
  • VP Motion Design
  • MTV Entertainment Studios, Paramount Global
Chris Williams
  • Executive Creative Director
  • MTV Entertainment Studios, Paramount Global
Lance Rusoff
  • Sr Creative Director
  • MTV Entertainment Studios, Paramount Global
Vaughan Bagley
  • Director, Social Impact
  • MTV Entertainment Studios, Paramount Global
Rosa White
  • Creative Director, Social Impact & Special Projects
  • MTV Entertainment Studios, Paramount Global
Tracey Crooks
  • Writer
  • MTV Entertainment Studios, Paramount Global
Jaime Clifford
  • Director, Campaign Management
  • MTV Entertainment Studios, Paramount Global
Kaitlyn Vella
  • Director, Social Media
  • MTV Entertainment Studios, Paramount Global
Sean Linehan
  • Producer
  • MTV Entertainment Studios, Paramount Global
Kelly McCrossin
  • Producer, Design
  • MTV Entertainment Studios, Paramount Global
Kira McGann
  • Project Manager
  • MTV Entertainment Studios, Paramount Global
Matthew Gehring
  • Sr Manager, MTV Brand Social & Fan Engagement
  • MTV Entertainment Studios, Paramount Global
Tulsi Patel
  • Coordinator, Social Impact
  • MTV Entertainment Studios, Paramount Global
Anoosha Chari
  • Project Coordinator
  • MTV Entertainment Studios, Paramount Global
Shanae Duncan
  • Specalist
  • MTV Entertainment Studios, Paramount Global
Lauren Christensen
  • VP, Insights & Strategy
  • Showtime/MTV Entertainment Studios
Janet Abrams
  • SVP, Business and Legal Affairs
  • Paramount Global
Rachael Terrell
  • Senior Director, Social Impact
  • Showtime/MTV Entertainment Studios
Jay Osterman
  • Senior Manager, Social Impact
  • Showtime/MTV Entertainment Studios
Elizabeth Landau
  • Senior Manager, Insights & Strategy
  • Showtime/MTV Entertainment Studios
Cydney Knotts
  • Social Impact Associate
  • Showtime/MTV Entertainment Studios
Laura Horne
  • Chief Programing Officer
  • Active Minds
Jessica Mayorga
  • Chief Marketing Officer
  • Active Minds
Q Garcia
  • Manager, Content
  • Active Minds
Alyssa Garza
  • A.S.K. Youth Leadership Council
  • Active Minds
Anushka Gupta
  • A.S.K. Youth Leadership Council
  • Active Minds
Brandon Bond
  • A.S.K. Youth Leadership Council
  • Active Minds
Jorge Alvarez
  • A.S.K. Youth Leadership Council
  • Active Minds
Kaitlin Chau
  • A.S.K. Youth Leadership Council
  • Active Minds
Meera Varma
  • A.S.K. Youth Leadership Council
  • Active Minds
Morgann Noble
  • A.S.K. Youth Leadership Council
  • Active Minds
Jaiden Singh
  • A.S.K. Youth Leadership Council
  • Active Minds
Trace Terrell
  • A.S.K. Youth Leadership Council
  • Active Minds
Tre Moss
  • A.S.K. Youth Leadership Council
  • Active Minds
Simon Isaacs
  • CEO
  • TaskForce
Dana Coffman
  • VP of Marketing
  • TaskForce
Angela Goldstein
  • Social Impact Marketing Director
  • TaskForce
Adam Foskey
  • Event Producer & Production Coordinator
  • TaskForce
Sarah Rudney
  • Director of Communications
  • TaskForce