Giving Teens a Fighting Chance When It Matters Most
2NDFLOOR, a youth helpline that assists teens struggling with life and mental health, needed a new identity and campaign to engage a tough-to-reach audience.
Modern Branding for Today’s Teens
The new logo and branding elements feature a more modern design aesthetic with added energy, which allows a more flexible canvas to the variety of communications 2NDFLOOR uses to reach its audience.
Since younger generations simply do not talk on the phone, the new logo removed the phone number from their old branding to put the focus on the organization and their NJ audience.
Spitball transformed the interface for a brand new mobile app which quickly pathed our audience to key topics and help resources.
A variety of sticker-inspired icons were used as a visual design solution to capture the many challenges and emotions youth face today.
Illustrated characters of all walks of life made it inclusive across a wide range of youth demographics.
the spitball idea
In order to break through to youth, you need to co-create a campaign with them.
To develop a solution that would resonate, Spitball went right to the source by talking directly to teens about brands, campaigns and life in general. Our SplatLABS workshop uncovered the core challenge of a campaign targeting teens.
Key insight revealed teens feel listened to but never heard. Our campaign looked to tie meaning for 2NDFLOOR to their audience’s struggles. “Give Yourself a Second” was empathetic and empowering when life feels overwhelming.
“Spitball has been working with 2NDFLOOR for close to 15 years, supporting us even when budgets were small or nonexistent but always put our cause first. The team is fully engaged in our mission and dedicated to the success of our organization, which is something you don’t often find. Working with Spitball has been amazing!”
Engaging the Ever-Elusive Teen Generation
IA mix of IRL and phone-focused placements disrupted the daily lives of teens to drive awareness of 2NDFLOOR and reduce the stigma of seeking help.
There’s limitations to reaching teens on their phones to make true impact. Therefore, Spitball tapped into everyday, stress-inducing moments in teen lives by implementing a roaming box truck program that hit high school rivalry football games and key prom destinations to drive awareness of the 2NDFLOOR helpline.
Spitball created scrappy but powerful assets utilizing custom voice over and stock video that resonate with teens by shining a light on real life issues.
Click here to watch.Re-targeted digital ads reinforced the availability of help to drive downloads of the 2NDFLOOR app.
The campaign was not only blanketed throughout NJ schools but also highly prominent in teen trafficked areas and online media.
Digital-First Design
Spitball extended the new brand ethos into all digital touchpoints including the mobile-first website and app design.
