While young people were central to the Never a Bother campaign, their caregivers were a key secondary audience.

We designed pizza box toppers and gas pump toppers that encouraged parents and other caring adults to start the conversation.

From our many feedback sessions with young people at the beginning of the campaign, we learned that adults had a way of minimizing feelings of anxiety and depression. So — after some pizza wordplay to grab attention — I encouraged caregivers to affirm that their young person’s struggles are real, and they matter.