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MTV x Active Minds A.S.K.

MTV Entertainment Studios and Kids & Family PROJECT
MTV x Active Minds A.S.K. by MTV Entertainment Studios and Kids & Family

credits

Title
  • MTV x Active Minds A.S.K.
Entrant
  • MTV Entertainment Studios and Kids & Family

About This Project

Summary

MTV partnered with Active Minds to develop a ‘stop, drop and roll’ for providing emotional support: A.S.K. - Acknowledge, Support, and Keep-in-Touch. We engaged 10 young mental health leaders to advise on the creation of a campaign for youth, by youth. MTV continues to lead a multi-platform distribution strategy while Active Minds engages their 600+ campus chapters and student group partners to extend the A.S.K. campaign’s reach.

Goals & Objectives

MTV and Active Minds bring our differing skill sets and networks together to empower young people to help their friends when they’re struggling with their mental health. Our respective expertise in marketing and mental health make us ideal, complementary partners in changing mental health culture.

Results & Impact

The insight that drove our partnership 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 at 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
Laura Horne
  • Chief Programming Officer
  • Active Minds
Jessica Mayorga
  • Chief Marketing Officer
  • Active Minds
Margo Collins
  • Chief Development & Marketing Officer
  • Active Minds
Q Garcia
  • Manager of Youth Insight
  • Active Minds
Lindsey Tullman
  • Senior Director, Corporate and Foundation Relations
  • Active Minds
Caitlin DeLaurentis
  • Director of Special Projects
  • Active Minds
Errika Brooks
  • Senior Manager, Partnerships and Engagement
  • 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