Don't Be A Dick

Mental illness is a serious but overlooked issue in college students. We sought to lighten the context of a usually weighty subject.


The Ask: Increase awareness and decrease the number of students who don’t finish college due to their mental health condition (almost 3.5 million).

The Idea: A social movement specifically aligning our message to the friends of those who might have a mental illness. Don't Be A Dick prepares these friends to have conversations with their struggling friends and ultimately lead them to professional help.


View more on Youtube.

Staying relevant, we utilized popular and relevant hashtags to increase reach and awareness.

The Movement: The Pinky Swear

333,226 total impressions
58,996 people educated
303 pink swears posted

in only 5 days and $1000 total budget