About Us

Seize the Awkward is a national campaign that empowers young adults to talk openly about mental health and check in on their friends, whether they might be struggling or not. Through bold, creative messaging, it shows how reaching out—especially during life’s awkward moments—can break the silence, reduce stigma, and offer support when it’s needed most.

The campaign is under the leadership of the American Foundation for Suicide Prevention (AFSP) and the National Alliance on Mental Illness (NAMI), building on the campaign’s success to inspire even more young people to check in with one another. Follow @SeizeTheAwkward on Instagram to learn more and join the conversation. Check out some information about Seize the Awkward’s partners below.

The American Foundation for Suicide Prevention is dedicated to saving lives and bringing hope to those affected by suicide, including those who have experienced a loss. AFSP creates a culture that’s smart about mental health through public education and community programs, develops suicide prevention through research and advocacy, and provides support for those affected by suicide. Led by CEO Robert Gebbia and headquartered in New York, with a public policy office in Washington, DC, AFSP has local chapters in all 50 states, DC and Puerto Rico, with programs and events nationwide. Learn more about AFSP in its latest Annual Report and join the conversation on suicide prevention by following AFSP on Facebook,  Twitter,  Instagram, YouTube, LinkedIn and TikTok.

The National Alliance on Mental Illness is the nation’s largest grassroots mental health organization. NAMI is dedicated to building better lives for millions of Americans affected by mental illness. NAMI’s Alliance includes more than 700 NAMI State Organizations and Affiliates who work in local communities to raise awareness and provide support and education to those in need. Connect with NAMI on Facebook, YouTube, Instagram, X, LinkedIn, TikTok, and Threads.

The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.

Seize the Awkward was originally created in partnership with and was under the leadership of The Jed Foundation (JED) and the American Foundation for Suicide Prevention (AFSP) from 2018 until 2024.