With over half of youth reporting mental
health struggles, the national "Sound It Out" campaign reminds
parents that "Listening is a Form of Love"
NEW
YORK, Dec. 11, 2024 /PRNewswire/ -- The
"Sound It Out" campaign, created by the Ad Council in partnership
with Pivotal, today premiered new public service advertisements
(PSAs) reminding parents and caregivers of the important role they
play in supporting young people's emotional wellbeing. Developed by
McCann New York with guidance from youth mental health experts, the
"Listening is a Form of Love" PSAs direct audiences to
SoundItOutTogether.org for free, expert-vetted resources to
help them support their children's mental health through listening
and reflecting.
New data from Surgo Health's Youth Mental Health Tracker,
released earlier today, highlights that 55% of youth (ages 10-24)
report mental health struggles. One in five youth report symptoms
of depression, and one in four report symptoms of anxiety.
Additional research from The JED Foundation shows that teens
are most likely to turn to their parents for support (rather than
peers or professionals) but also believe that adults may not
understand what they're going through and often try to offer
solutions rather than simply listening. The "Listening is a Form of
Love" work helps bridge that gap by helping parents understand
young people's perspective and encouraging them to embrace active
listening.
"Experts tell us that the best way to support a kid or teen's
emotional wellbeing is by being a steady, supportive presence in
their lives," said Heidi Arthur,
chief campaign development officer, the Ad Council. "Through this
new work, and our ongoing 'Sound It Out' campaign, we are helping
parents communicate better with their kids, which we all know can
be hard."
"Listening is a Form of Love" was created pro bono, in English
and Spanish, by creative agencies McCann New York and
Casanova//McCann. The new work also includes an interactive digital
experience that invites parents to practice "holding space" by
pressing the space bar to listen to kids sharing what they wish
their parents could hear, in their own words. By going beyond a
traditional film format, "Listening is a Form of Love" creates
literal interpretation of the active listening the campaign
encourages. SoundItOutTogether.org also offers parents and
caregivers guidance for how to prepare for conversations on topics
that affect their kids' emotional wellbeing, ranging from digital
life to body image and relationships.
"Working with the Ad Council on this project has been an
incredible honor. As an agency, we aspire to make work that truly
matters, and right now, our youth is facing a mental health
crisis," said Shayne Millington,
chief creative officer, McCann New York. "This interactive film
invites parents to pause, lean in, and truly listen—because
listening isn't just hearing words... It's about creating space for
their kids' struggles and stories, a space where connection and
understanding are the goal."
"It's important for parents and caregivers to create a
supportive and non-judgmental environment where young people feel
safe to express their feelings and know that even if parents don't
always understand, they care enough to try," said Dr. Regina Miranda, professor of psychology at
Hunter College, who advised on the
campaign's development. "By providing accessible, culturally
relevant resources, the 'Sound It Out' campaign helps parents and
caregivers create a space for young people to talk about their
feelings without fear of judgment."
Since first launching in April
2021, "Sound It Out" has received more than $55M in donated media support across television,
radio, print, out-of-home and digital media, resulting in over 5.1
million website visits. Notably, those who are aware of the
PSAs (48%) are more likely to report that frequently checking in
with their child about their emotional wellbeing describes them
"very well" than those not aware (39%). The latest creative will
appear nationwide as TV, digital, social, radio, print and
out-of-home PSAs, with time and space donated by the media.
For free resources, conversation guides, and the new interactive
experience, visit SoundItOutTogether.org. For more tips and
community, join the "Sound It Out" social channels on Instagram,
Facebook and X.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite
and uplift audiences by opening hearts, inspiring action and
accelerating change. For more than 80 years, the nonprofit
organization and its partners in advertising, media, marketing and
tech have been behind some of the country's most iconic social
impact campaigns – Smokey Bear, A
Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun violence prevention, combating hate and bias, the overdose
crisis and other critical issues, the Ad Council's national
campaigns encompass advertising and media content, ground game and
community efforts, trusted messenger and influencer engagement,
employer programs and other innovative strategies.
To learn more or get involved, visit AdCouncil.org, join the Ad
Council's communities on Facebook, Instagram, LinkedIn and X,
and view campaign creative on YouTube.
About McCann
McCann builds enduring brands and businesses that drive growth
and leave a lasting impact on culture. Founded over 100 years ago
and guided by the enduring brand platform, "Truth Well Told,"
McCann is the world's leading advertising agency network, creating
some of the most creatively and commercially impactful advertising
globally. McCann is the founding agency of McCann Worldgroup and
part of the Interpublic Group of Companies (NYSE: IPG).
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SOURCE The Ad Council