Business or Exploitation? Mental Health Report

I wrote the creative brief and led research efforts for the Truth Initiative's campaign exposing how Big Tobacco targets mental health communities. This :60 documentary-style spot debuted at the Grammys, directly after Logic's impactful performance of 1-800-273-8255. The song title is the phone number to the suicide prevention hotline, as the entire rap was created to destigmatize and promote mental health for young people.