McCann, Casanova//McCann and UM worked with the Ad Council to create “Sound It Out,” a campaign which focuses on the emotional well-being of middle schoolers. McCann was involved in both the creation of the campaign and the accompanying public service ads.
The campaign features famous recording artists as well as resources to help parents and caregivers have meaningful conversations with their middle schoolers about emotional well-being. The songs from the campaign, along with mental health resources, will be available across major streaming platforms and the campaign website.
“Sound It Out” comes at a time when many young people are struggling with isolation and stress caused by the pandemic, on top of the normal pressures of growing up. “Sound It Out” places an emphasis on reaching parents and caregivers in Black and Hispanic/Latinx communities, which often face the additional trauma of systemic racism and greater challenges in accessing the support they need.
Inspired by the insight that music can help unlock conversations between middle schoolers and their parents or caregivers, the campaign features exclusive new music and interviews from recording artists. The artists participated in intimate conversations with middle schoolers and their caregivers, facilitated by mental health experts, and translated the kids’ emotions and experiences into songs, which will be available in English and Spanish.
“Sound It Out” tells the stories that haven’t been told and uses music as an instrument to shift the culture of mental health — tools every child should grow up with. This work is for a kid in Brooklyn just trying to tell his father how he feels,” said Gabrielle Shirdan, VP Creative Director at McCann NY.