Social media is a double-edged sword. Teens have #mentalhealthtok at their fingertips but constant noise and misinformation can push them to self-diagnose or define their identity by their struggles, leaving them paralyzed.

To put mental health back into teens’ hands, we worked with them to create a word—one that helps them name the everyday ways they show love to their minds. We launched it into culture through social, OOH, and PSAs where teens could define it for themselves.