Goal: teach young people how to support their friends in a fun, engaging way. The A.S.K. YouTube experience accomplished that by letting users choose Charlie’s responses and learn helpful ways to navigate difficult conversations and why some common reactions may be harmful along the way.
As part of the A.S.K. campaign, we met young people where they are and created a fun way to learn how to support their friends through an interactive, choose-your-own-adventure digital experience on YouTube. You are placed in Charlie’s shoes and move the story forward by helping them navigate a difficult conversation with Luna and in the process, you practice using A.S.K., the new ‘stop, drop and roll’ for how to provide emotional support.
Launched on Mental Health Action Day (May 16, 2024), the A.S.K. digital experience has been viewed more than 42K times, by more than 1,500 people at VidCon alone and will be experienced by many more young people when Active Minds introduces it to their more than 600 school chapters this fall.
