Ad Council // Sound it Out

Ad Council wanted to reach Black and Latinx kids and their caregivers, encouraging them to have conversations about mental health. While kids and caregivers don’t always have the language to express themselves their emotions, they do have lyrics: music is a universal tool for expression and communication. We paired artists with kids and caregivers, asking musicians to turn these middle-schoolers feelings into songs.

The Campaign

The Album

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Listen on Spotify

The Music Video

The Conversations

The Tools

Our site featured tips and tools for caregivers.

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A musical game. Kids and caregivers use instrumental tracks to turn their feelings into song.

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Made at McCann NY with Tom Murphy, Caprice Yu, Gabrielle Shirdan, Chad Baker, Doug Harrison, Deb Archambault, Dan Gross and Eric Johnson.