Launched in 2024 as a pillar of CDPH’s Never a Bother campaign to prevent youth suicide, NeveraBother.org features optimistic colors and characters experiencing a range of emotions. No gloom or doom — Gen Z purples and goldenrod are glad you’re here.

As the senior copywriter, I supported this vision with warm, conversational messaging.

Copy acknowledges the gray area of “just okay, and maybe not okay.” And the role a young person can play as a friend of someone who is struggling.

After seeing early creative, Megan Thee Stallion joined as spokeswoman. Today, Bother has earned 1+ billion impressions and its website has welcomed almost 3 million active users seeking help for themselves and friends. Events per session reach an average of 3.3, indicating high engagement.

The campaign won Hermes, Social Marketing, and Shorty Impact awards, including for best microsite.