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 tool that helps them feel prepared to provide support the next time someone in their life needs them.
MTV 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.
To spread the message we used Sho/MTV talent to teach our fans how to A.S.K. through a series of spots on linear & social, crafted memorable graphic animations reinforcing the acronym to support memorization, and built an interactive digital experience that enables users to practice A.S.K. in a consequence free zone.
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.
