Seize The Awkward is a campaign powered by JED, the American Foundation for Suicide Prevention, and the Ad Council, aimed at reducing suicide rates and mental health stigma among young adults (ages 13–24).

Nancy's content center on "seizing the awkward"—normalizing mental health check-ins and creating safe spaces for conversation, especially within Black and Latinx communities.

What she did:

• Shaped culturally aware messaging to encourage open dialogue around mental health.

• Created shareable content focused on peer support, storytelling, and resource visibility.

• Applied her expertise in Gen Z engagement to craft meaningful, insights-driven content.

Results:

• 📈 Tripled engagement—increasing rate from 0.5% to 1.75%.

• 💾 Doubled saves and shares, signaling strong emotional resonance.

• 🧠 Empowered young adults to talk about mental health, increasing hotline calls by 15%.