STRATEGY, SOCIAL MEDIA, OOH
Keep it 100
THE ISSUE
One in five teens experience a mental health disorder. But ask most teenage boys how they’re doing? You’ll get a shrug at best.
Despite growing awareness, the conversation around mental health often feels too polished, too soft—or just plain irrelevant to them. Research showed messaging was percived as feminine, [1] leaving guys feeling like there's no safe or relatable way to open up. [2] [3]
OUR IDEA
Create a space where honesty is strength.
We launched Keep It 100 to break the silence—not with therapy jargon, but with real talk, real people, and real vulnerability.
Our approach focused on making mental health feel normal, not niche. We built a creative campaign centered on:
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Community-first messaging that made guys feel like they weren’t alone
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Platform-native content on Instagram where Gen Z boys spend most of their time
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IRL touchpoints like print ads at bus stops—blending digital with the everyday
We built the entire campaign from the ground up, including:
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Audience research & persona development
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Messaging strategy & brand voice guidelines
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Reel-first social media content
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OOH placements at key school bus stops
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Concept development and creative production
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Engagement tracking & content iteration
Everything we made was designed to feel honest—not preachy. We developed a design style that communicated strength and empowerment, and used more direct language to highlight how mental health struggles present itself in men.
