We partnered with MTV to create a campaign around Mental Health Awareness Month called ASK - Acknowledge Support Keep-In-Touch. To promote the campaign, we leaned into the recent trend of friendship bracelets and launched the branding at the MTV VMA block party with a large-scale friendship bracelet installation in downtown Manhattan.

The event was free to the public. People of all ages were able to create friendship bracelets and engage with leaders in the mental health field to discuss the ASK program and how to help themselves and others with mental health. Each person was given a a free ASK-branded friendship bracelet that was attached to a card with QR code that led to a website with more info. According to MTV, it was the most popular attended booth at the block party that weekend.

Following the success of the launch party, the US Surgeon General partnered with us and MTV to go on a college tour across the United States to continue to promote the program, where we have created a “to-go-kit” that includes bracelets, stickers, buttons and info packets for those in attendance. It has since been featured on multiple outlets including CBS This Morning.