The teenage years can be a mental health minefield. The good news is, small, everyday choices can be great coping mechanisms. We worked with the Ad Council on a campaign to raise awareness of all the small things teens could do to make a big impact. We created social profiles for the concept of Zill (verb- any action that shows love to your brain). To get teens to pay attention, we made sure Zill spoke and posted the way they did. We created daily social posts across Instagram, TikTok, and YouTube Shorts that highlighted important mental health concepts, celebrated good choices, and offered laughs in the form of slightly chaotic memes. We worked with experts and a Teen Advisory Board to make sure our content was as educational as it was entertaining. Our posts earned a 5% engagement rate and are projected to see 15-20% of engagement growth in the following months—numbers that would give anyone a little peace of mind.