Heads Up Boston

A youth movement that addresses today’s mental health crisis.

Culture

Education

Health

Public Health

Public Sector

The gap

We’re in the middle of a youth mental health crisis that disproportionately affects BIPOC communities and LGBTQ+ individuals. But cultural stigma and family disapproval can make it difficult for youth to get the support they need.

The research

Teens trust other teens more than they trust adults, especially about mental health.

Black T-shirt on a rack with white text promoting mental health awareness in Boston, emphasizing communication and support. Room interior with a gray couch, indoor plant, scattered clothes, a bag, and a typewriter on a wooden table. The wall has posters for a "Pop Up Shop: Heads Up for Boston Teenagers.
A group of people, some wearing backpacks and headphones, stand in a crowded indoor space, facing a counter where a woman is assisting them.

The strategy

We built a brand that is by teens, for teens, and between teens.

The creative

What do you do when you need help? You give your friends a Heads Up.

Image showing various Heads Up Boston posters and flyers focused on mental health resources and tips, with contact information for support services. Two people holding microphones stand in front of stacked brown boxes. Person holding a form and pen near a table covered with documents, brochures, and wristbands during an event registration or information session. Person with dreadlocks and colorful outfit performs on stage with microphone, surrounded by modern decor and graphic posters. Person holding a leaflet titled "Support Starter" with sections on mental health support and encouragement to seek help. Shelves with tote bags, socks, and stacked items next to a wall sign reading "THE COLLECTION" with an arrow.

The results

Coming mid-January!

Bus stop ad with blue poster reading "When you need a hand to hold, give someone a heads up." Located on a sidewalk near a road with trees and buildings in the background.