MTV: Acknowledge, Support, Keep-in-Touch (A.S.K.)

In collaboration with SHOWTIME/MTV Entertainment Studios and the mental health nonprofit Active Minds, this project aimed to empower young people to support their peers through difficult conversations. At its core was the A.S.K. framework—Acknowledge, Support, and Keep-in-Touch—designed to guide users in providing emotional support. The initiative featured two digital experiences: an interactive "choose-your-own-adventure" YouTube video and a mobile-first website. The website was central to the experience, offering users a concise explanation of the A.S.K. framework. It included interactive tools like SMS-based conversations, a chatbot, an emotions wheel, and a calendar reminder to check in on friends. The design featured a story-like landing page with parallax animations and downloadable social media content to promote healthy support practices, making it a comprehensive resource for fostering empathy and communication skills.