Wieden+Kennedy’s Portland and NY offices teamed on this “See Us Unite” PSA for The Asian American Foundation (TAAF), the newly formed organization launched to improve advocacy for Asian Americans and Pacific Islanders (AAPI) and combat the hate and violence against the AAPI community that has grown at an alarming rate as of late.
The PSA premiered during the recent primetime global TV special, See Us Unite for Change–The Asian American Foundation in service of the AAPI Community, hosted by Ken Jeong to help drive awareness and understanding of the AAPI experience.
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Credits
Client The Asian American Foundation (TAAF) Agency Wieden+Kennedy Portland & New York Karl Leiberman, executive creative director; Kevin Kaminishi, art director; Gino Click, copywriter; Nick Setounski, Chris Whalley, directors of production; Jasmine Sarbaz, producer. Footage Research Nickerson Research, Inc., research & clearance. Editorial Joint NY Laura Bermudez, editor; Spencer Cohen, assistant editor; Kari Ickert, sr. post producer; Michelle Carman, post exec producer. VFX The Mill Vi Nguyen, 2D lead artist; Nick Pfister, 2D artist; Sean O’Loughlin, associate producer; Luis Martin, production supervisor. Color Company 3 Keith Raisch, colorist; Anna Kelman, producer. Music APM Music, LLC; Track Title–”Emotive Hope,” composed by Thomas Richard, Peter Howe and Stephen Christopher Tait. Sound Design/Mix Sonic Union Rob McIver, audio mixer/sound engineer; Justine Cortale, studio director; Pat Sullivan, head of production.
On World Teen Mental Wellness Day (3/2), the Ad Council has unveiled the latest expansion of its “Love, Your Mind” initiative with a new effort that will make mental health something teens can more easily talk about, celebrate and share. To help put mental health back in teens’ hands, the Ad Council is collaborating with teen and young adult creators, as well as leading social and digital platforms, to introduce a new word, “zill,” which is defined as any action to show love to your mind on good, bad, or whatever days.
According to Ad Council research fielded in December 2025, 70% of teens say they’ve experienced mental health struggles in the last six months, yet more than half (56%) don’t feel very knowledgeable about what actively caring for their mental health can look like. Many teens feel overwhelmed by the sheer volume of mental health messaging, which is often conflicting and framed in terms of struggles, and they lack a broader understanding of mental health and the everyday ways they can and do care for their minds.
“Teens told us loud and clear: they don’t want another lecture about mental health,” said Lisa, president and CEO, the Ad Council. “They want language and tools that feel real to them. We’re thrilled to collaborate with teens themselves to offer them a way to name the everyday actions that support their well-being so they can look out for themselves and each other.”
Through co-creation sessions, testing and creative exploration, zill--inspired by the word “resilience”--emerged as a word that felt flexible and empowering. To bring zill to life, an initial cohort of teen and young adult creators who shape culture are sharing their own everyday ways of showing love to their minds and... Read More
