Campaign Type: Integrated Youth Suicide Prevention Campaign Client: Los Angeles County Department of Public Health / Office of Violence Prevention (OVP) Role: Art Director
Never A Bother
Social Media PostThe Office of Violence Prevention needed to localize California’s existing Never A Bother initiative for youth and caregivers across Los Angeles County. The campaign addressed rising rates of youth suicide attempts and self-harm, with a focus on communities most affected by these challenges.
Research and feedback from youth, community stakeholders, and mental health advocates showed that the campaign needed to feel genuine, peer-led, and emotionally engaging. It also needed to validate what young people were experiencing while making support feel accessible and possible.
Art
direction
Team Friday refined the existing campaign foundation for Los Angeles County, shifting from animated characters to authentic imagery of diverse youth and caregivers in real-life settings. Messaging was tailored for both audiences: encouraging young people to reach out for themselves or a friend, while helping caregivers understand the importance of listening and creating space for conversation.
Campaign Character
The campaign extended across out-of-home, digital, social, place-based, in-gaming, radio, publication, and creator content. Six youth creators and three caregiver creators shared the campaign’s message across Instagram and TikTok, giving the work a relatable, peer-to-peer dimension.
Digital Display Banner
OOH Digital Display
Pocket Card
PosterImpact
52.5 million
OOH impressions across priority LA County areas
820,000
Youth ages 13–24 reached
1.1 million
estimated LA County people reached at least once
238,000+
Parents of teens and teachers reached
85%
Of reached audiences saw multiple creator posts
9,000+
Instagram clicks