2NDFLOOR, New Jersey’s premier youth mental health helpline for young adults from 10 to 24, looked to update their identity after growing a tad bit stale and dated over the years. Following an enlightening discovery session, it became abundantly clear that 2NDFLOOR needed a new brand look and feel that wouldn’t just appeal to young people but have a timeless kind of youthful energy while still projecting that we are a serious and experienced resource. Spitball presented numerous concepts and landed on a logo that is cleaner, bolder and geared specifically towards NJ youth.
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.
The campaign was created in numerous formats featuring a cross-section of youth characters and variations of the core campaign message. 2NDFLOOR worked with school administrators and counselors to increase the awareness of the service through a variety of in-school posters and materials.
Our paid media strategy needed to first drive awareness for 2NDFLOOR and its service. The obvious channel to use would be social, however, due to restrictions with targeting minors on many platforms, we creatively tailored our approach to engage our audience during moments when mental health may be top of mind. In the fall, mobile box trucks canvassed over 140 high schools during football games to reach a high concentration of youths. Where in the spring, our audience was supported in and around prom and graduation activities.
To drive downloads of the new 2NDFLOOR app, Spitball prioritized programmatic digital banners, developed a custom digital-gamer white list audience and geo-fenced device IDs around NJ high schools. Our programmatic approach extended to streaming audio and digital out-of-home placements in locations frequented by our audience, such as schools, malls, and quick-service restaurants. Our second-largest channel was social media, with a heavy focus on TikTok, supported by Instagram reels and stories aimed at A18-24.
The biggest step forward into the modern, digital age was the creation of a state-of-the-art mobile app and website for NJ’s youth. Most importantly, these were developed to provide troubled youth with easy access to 2NDFLOOR counselors for immediate help and care. In addition, 2NDFLOOR wanted to provide crucial information for parents and youth alike on how to deal with any pressing issues in their lives, ranging from bullying to eating disorders and substance abuse. Educators and school counsellors are also able to request materials to use in their classrooms to further spread the word and let students know that it only takes a second to get the help they need.
