The Ad Council
A nonprofit organization that creates and promotes PSAs, leveraging the power of communications to tackle the nation's most critical social issues through innovative media campaigns.
Role
I led creative direction on this national mental health campaign for LGBTQ+ audiences for DeutschLA, and directed the hero film and physical media campaign: billboards, banners, and digital placements.
How do you speak to a community defined by its diversity?
You target a mindset, not a demographic — and ground the creative in a common truth.
Research showed that we're often kinder to our friends than we are to ourselves, which led us to the campaign platform:
Taking care of me istaking care of us.
Hero film
20.7M+
Views78%
Completion rate — above Ad Council benchmarks$809K+
Donated media value41→48%
Awareness among LGBTQ+ adults 18–44Physical media
Billboards, transit, print