Ad Industry Partners to Boost Teen Mental Health
The OAAA and the Ad Council are using national advertising space to support the Seize the Awkward mental health campaign.
Updated on Oct. 5, 2026 in Mental Health
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Do you believe out-of-home advertising campaigns effectively help address youth mental health issues in your community?
The Out of Home Advertising Association of America has partnered with the Ad Council to support Seize the Awkward, a national campaign focused on teen and young adult mental health. The collaboration will leverage donated media inventory from 850 member companies to help young people address feelings of isolation and loneliness.
Why it matters
By donating large-scale advertising space, this partnership aims to broaden the reach of resources intended to combat mental health challenges among youth. The initiative specifically supports the Let's Be Real creative produced by Droga5.
This partnership leverages the collective infrastructure of the OAAA, which serves 850 member companies, to amplify a public health campaign. While the reach of this inventory is significant, the specific impact on teen mental health metrics has not been quantified.
The players
Out of Home Advertising Association of America
A national trade association representing 850 member companies that manage outdoor media spaces.
Ad Council
A non-profit organization that produces and promotes public service advertising campaigns.
Droga5
A creative agency responsible for producing the Let's Be Real campaign content.
American Foundation for Suicide Prevention
A health organization dedicated to understanding and preventing suicide through research and advocacy.
National Alliance on Mental Illness
A national organization that provides support, education, and advocacy for individuals affected by mental illness.
The details
The OAAA members will provide donated media inventory across various formats and markets to display content from the Seize the Awkward campaign. This effort is a collaboration between the Ad Council, the American Foundation for Suicide Prevention, and the National Alliance on Mental Illness to normalize conversations around mental health. The campaign creative, titled Let's Be Real and produced by Droga5, aims to reduce teen isolation.
Timeline
The OBIE Awards ceremony at the Museum of Modern Art will take place on October 15, 2026.
Health Landscape
The Seize the Awkward campaign serves as a critical entry point for young adults to engage with mental health resources. This partnership represents a shift toward using commercial advertising networks to normalize mental health conversations at a national population level.
Teens and young adults who feel isolated are encouraged to utilize resources provided by the Seize the Awkward campaign. If you or a loved one are experiencing persistent loneliness or mental health struggles, discussing these symptoms with a physician is a vital first step.
The takeaway
Large-scale public health campaigns are increasingly utilizing outdoor media to reach younger demographics where they spend their time. Readers should note that campaigns like Seize the Awkward provide tools to facilitate difficult conversations about mental well-being.
Further reading
For more information on youth wellness, visit our Mental Health section.
More information
Find complete OBIE Awards event information and tickets on the organization's official portal.
Live Poll
Do you believe out-of-home advertising campaigns effectively help address youth mental health issues in your community?
