Megan Thee Stallion takes on a more subdued and serious tone than her stage persona in the latest commercial for the ongoing “Grab the Clumsy” campaign.
In a personal message titled “Check on Your Friends,” the Grammy winner, entrepreneur, and philanthropist sits in an empty space against a cracked wall. She states that she feels the need to show off a tough exterior, but all people have bad days and real strength comes from talking to others about problems. The short film encourages viewers to find strength in vulnerability and start conversations with friends.
Seize the Awkward is a national campaign that inspires and prepares teens and young adults to talk about mental health with their friends. The campaign by the American Foundation for Suicide Prevention, the Jed Foundation and the Ad Council reminds people that “it’s okay to not be okay.”
“I’m proud to team up with Seize the Awkward and use my platform to help normalize conversations around mental health,” Megan Thee Stallion said in a statement. “It is important that we check in with our friends and family regularly and try to be empathetic, supportive and loving when they are experiencing difficulties. A strong support system can make a huge difference in someone’s life.”
The goal of the campaign is to provide young people, especially Black and Latino youth, with accessible and helpful resources for talking about mental health with friends and identifying signs that their peers may be struggling. In addition to promoting SeizeTheAwkward.org, PSA is also highlighting BadBitchesHaveBadDaysToo.com, Megan’s website offering a wide range of mental health resources.
Check Your Friends was developed pro bono by award-winning creative agency Droga5, part of Accenture Song, led by Ewurakua Dawson-Amoah in association with Greenpoint Pictures.
In addition to the main video, there will be a #SeizeTheAwkward influencer activation in partnership with Black-owned influencer agency Kensington Gray. Ava Teteh-Okloo, Charisma Stevens, Whitney Maduek, Tati Coakley and more. Shareable GIFs will also be available on Giphy.
“As women of color, we are too often perceived as ‘strong,’ so it was crucial to prove that all friends should be checked—no matter who they are or what they may look like,” she said. Courtney Richardson, creative director of Droga5, in a statement. “Our campaign is a visual representation of when we are given the chance to be vulnerable, allowed to unapologetically open up and have difficult conversations, that is when our true emotions can come to the surface and we can begin to become whole.”