CAMPAIGN
The helpline was named after the classic 90’s song “Luka” which was a haunting anthem about child abuse. Given that today’s youth has no connection to that origin, Spitball sought to create new meaning behind 2NDFLOOR with messaging that touched on a major challenge that faces youth. The “Give Yourself a Second” campaign spoke to the state of mind that comes when teens are in the midst of crisis and need to pause, reflect and know that help is available. Sensitive to the fact that teen strife affects all genders, colors and economic levels, Spitball developed two directions for the campaign. One features custom illustrations of nondescript individuals along with the icons of the spiraling thoughts that constantly run through their minds. A photography based campaign put the focus on a diverse group of young adults that needed to hit on the proper balance of optimism and concern. All executions encouraged downloads of the new 2NDFLOOR app.