A lot of progress has been made in the mental health arena, but there's still a lot of crap people must deal with. Ignorance, misunderstanding, fear, awkwardness – there's a long list of enemies that need to be combatted. Partners for Mental Health approached us to help shine a light on the kinds of bs that our youth in particular face. By calling it for what it is perhaps we can give license to these kids to do likewise.
The creative insight was that these standard lines that kids get fed ("It's a phase", "You'll get over it", etc.) become labels to their problem, and as a result these kids feel trapped not only by their circumstance but the reaction to it. It's a frightening place where you can actually feel simultaneously imprisoned and exposed.
