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Dare to Love, Defy Hate

Partner: The CW

Breaking down stigma around mental health with The CW Network while encouraging people to prioritize love, kindness, and respect.

60.7K

Video Views

Total Video Views

1.5M

Impressions

Total Impressions

9.2K

Engagements

Total Engagement

2022

Year Launched

Year Launched

7

Key Outcomes

Goals and KPIs Met

“Through the power of our storytelling and our unparalleled reach across all platforms, The CW is committed to bringing awareness and access to resources surrounding mental health to our audience while helping break the negative stigmas surrounding this topic.”

Dennis MillerPresident, The CW

Overview

We teamed up with The CW Network to launch "Dare to Love, Defy Hate" to mark World Mental Health Day.

The season-long campaign launched with a cyberbullying prevention public service announcement featuring CW talent and "Where Is Our Love Song" by Stevie Wonder, the official soundtrack of the initiative. The song's message of love, humanity, togetherness, and peace reinforces the importance of mental health awareness.

The campaign answered the United States' Surgeon General Dr. Vivek H. Murthy's call to tackle the number one issue facing American youth: mental health. Dare to Love, Defy Hate encouraged young people to prioritize love, kindness, and respect and to provide resources and support to those in need.

Impact Summary

  • Exceeded campaign goal of 1M+ reach
  • Challenged the stigma associated with mental health
  • Raised awareness of Cybersmile education and support services
  • Amplified World Mental Health Day
  • Utilized celebrities for maximum cultural and social impact
  • Supported people with mental health-related problems
  • Achieved mainstream media coverage of the campaign