AD COUNCIL // SOUND IT OUT
Ad Council wanted to reach Black and Latinx kids and their caregivers, encouraging them to have conversations about mental health. While kids and caregivers don’t always have the language to express themselves their emotions, they do have lyrics: music is a universal tool for expression and communication. We paired artists with kids and caregivers, asking musicians to turn these middle-schoolers feelings into songs.
The Campaign
The Album
The Music Video
The Conversations
The Tools
Our site featured tips and tools for caregivers.
A musical game. Kids and caregivers use instrumental tracks to turn their feelings into song.
Made at McCann NY with Tom Murphy, Caprice Yu, Gabrielle Shirdan, Chad Baker, Doug Harrison, Deb Archambault, Dan Gross and Eric Johnson.