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It’s no secret that youth mental health is at a critical juncture; 4 in 10 youth say that their mental health symptoms impact their everyday lives, and suicide remains one of the leading causes of death for young people. So, why is it that mental health conversations so often focus on the point of crisis while overlooking opportunities for early intervention?

With that in mind, Jack.org, Canada’s largest network of young people supporting their peers in mental health, is taking a bold step to address this gap. With a newly unveiled brand transformation, the organisation is shifting its focus toward equipping youth with the skills and strategies needed to prevent mental health crises before they occur. 

The rebrand, led by Cossette, spans multiple touchpoints, including:

A strategic media buy, including OLV, print, and paid social placements, managed by Hotspex Media

A powerful brand video produced by Cossette and Fela

A reimagined by ThreeSixtyEight, which serves as a central hub for youth mental health resources and community engagement

At the same time, the organisation is introducing a powerful new brand platform, 'We’ll Own That Feeling,' which reflects its commitment to reaching young people whose perspectives are often missing from the mental health conversation but who are at the forefront of both living the mental health crisis and changing it.