For years, I led the team at TaskForce responsible for marketing, activations, and experiential strategy across MTV Entertainment Studios' youth mental health portfolio. A.S.K. (Acknowledge, Support, Keep-In-Touch) is a digital-first campaign developed with Active Minds that gives young people a simple framework for supporting others through emotional challenges. At VidCon, we built a fully immersive Boba Tea Café activation mirroring the coffee shop setting at the heart of the campaign's interactive YouTube video. At the MTV VMA Block Party in downtown Manhattan, a large-scale friendship bracelet installation invited the public to engage with mental health leaders, each leaving with an A.S.K.-branded bracelet and QR card. It was the most attended booth of the weekend. The campaign extended to a U.S. college tour in partnership with the Surgeon General and was been featured on CBS This Morning.

Mental Health Action Day, co-founded with MTV Entertainment Studios, is an annual tentpole moment backed by more than 2,500 brands, nonprofits, and cultural leaders globally, designed to move culture from awareness to action. From logo yoga classes to a summit at the White House, the open-source model invites organizations of every background to co-create programming that both reflects and shifts culture. To date, the initiative has tracked over one million mental health actions taken.