CDC Free Mind

Youth mental health messaging has traditionally focused on crisis and clinical intervention, often missing how young people actually talk about and experience mental health. The Centers for Disease Control and Prevention commissioned a national campaign to fundamentally change that narrative and create space for youth voice, expression, and ownership.

The result was Free Mind, a culturally grounded platform designed to meet young people where they are and speak in a language that felt human rather than institutional. Instead of prescribing behavior, the campaign invited participation through illustration, storytelling, and tools that encouraged reflection, conversation, and self-expression across physical and digital environments. Free Mind reframed mental health as something young people could engage with openly and confidently, on their own terms.

Services

Branding, Campaign, Digital and Content