Snapchat is looking to educate its usership about the mental health issues affecting Black communities with a new ad campaign dubbed Hey, You Good?
The campaign hails from the Snapchat Creative Council – a joint, multi-year venture between Snapchat and ADCOLOR, a nonprofit that works to champion diversity and inclusion in creative industries. The council will work to build AR campaigns tackling issues that disproportionately affecting Black communities, as part of Snap’s ongoing DEI (diversity, equity, and inclusion) efforts.
The campaign was authored by Council members – who hail from marketing agencies like Material, Code and Theory, and Klick Health – including Djenaldbeth Louis, My-Linh Tran, Karlie Thornton, and Olivia Nguyễn. It includes filters, lenses, and a Discover channel mini series that will call upon Black youth to check in on themselves and others.
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The project also includes a micro-site with resources for people to find therapists, as well as a four-part video series about anxiety, toxic masculinity, trauma, and other hot-button topics.
The first campaign created by the council was titled Show Them Who WE A/RE and arrived last March. It sought to inspire and encourage young Black women to see themselves in a variety of professional roles where they are often underrepresented.
You can check out a trailer for the Hey, You Good? campaign right here: