Hey, You Good?
“Hey, You Good?" was developed to educate Snapchatters through real conversations about mental health issues impacting Black Communities. Snapchat and ADCOLOR brought together leading creatives to build AR campaigns tackling issues disproportionately affecting Black communities to drive awareness to Snapchatters. This winning campaign was developed by a team of leading creatives including Djenaldbeth Louis (Brand Strategy, Material), My-Linh Tran (Senior Inclusive Marketing Strategist, Code and Theory), Karlie Thornton (Creative Strategist & Founder, froSkate) and Olivia Nguyễn (Brand Strategist, Klick Health).
Our team built the “Hey, You Good?" campaign to include Filters, Lenses, and a Discover Channel mini series – providing a call to action to encourage young people, especially Black youth to check in on themselves and the mental health of others. Describing the inspiration for the campaign, Creative Council member Olivia Nguyễn shared: “How we show up for others starts with how we show up for ourselves. “Hey, You Good” is our call to action for Black youth to see that they’re not alone, and that their mental health journey is important, unique, and that there are resources to help them every step of the way.”
In 2020, shortly after completing and winning the ADCOLOR FUTURE’S program I was hand selected to be a part of ADCOLOR’s inaugural Snapchat Creative Council. I was paired with a diverse team of 3 other creatives to participate in an intense 6-month long competition against 10 other teams to help work towards healing mental health in Black communities through SC one of the largest social media platforms. My team also won this competition.
As a result, in February 2022 we worked to put our solution to action and build out a multitiered program on the Snapchat platform which would help combat mental health issues within the young Black community. Our solution was “Hey, You Good?” an educational resource that involved in-app content from a content series with life-changing intimate conversations with Black youth and a therapist, a filter that allowed for easy and fun mental health check ins, a VR lens that could connect users to mental health recourses near them and a website that served as a guidepost for mental health advice, a deep dive on our content conversations and more.
I created the visual identity, brand tone, ideation and strategy for this campaign.
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