Client
Bring Change to mind
Deliverables
Website
PR
Video
Media
Research
Campaign
Turning teen voices into the loudest megaphone for mental-health truth.
Bring Change to Mind set out to tackle the stigma surrounding mental health with a national campaign, marking its 10th anniversary and focusing on teens as the drivers of change. Changing deep-rooted social norms is daunting. BC2M needed a savvy partner to craft sensitive, resonant messages for teens, parents, and donors that would spark honest conversations.
Mental health isn’t binary or “normal” versus “not.” The team realized that letting teens share their own stories, language, and emotions would make the topic relatable. By acknowledging that there is #NoNormal when it comes to our minds and encouraging small acts of empathy, we could humanize the issue and empower young people to speak up.
Guru developed the #NoNormal campaign, a timely, attention-grabbing initiative that shattered the very idea of “normal.” We featured real teens in the creative using their photos and personal narratives to authentically connect with peers and make mental health terms feel safe, common, and okay to talk about. The message rolled out on all fronts: social media challenges that normalized everyday talk about mental health, and big-name champions (like Glenn Close and Whoopi Goldberg) amplifying the cause to millions, ensuring the conversation reached from one-on-one chats to the national stage.
