A.S.K. PEER SUPPORT Campaign
PARAMOUNT GLOBAL | MTV ENTERTAINMENT STUDIOS | ACTIVE MINDS
A.S.K.
Acknowledge. Support. keep-in-touch
Mental health conversations often begin in the most ordinary places. A text message. A late-night conversation. A friend noticing something isn’t right.
In 2023, an MTV research study revealed that while most young people turn to a friend when they are struggling, nearly 70% say they don’t know how to help when the roles are reversed. A.S.K. was designed to change that.
By distilling peer support into three simple actions - Acknowledge. Support. Keep-in-Touch. - the initiative gave young people something powerful: the confidence to show up for each other when it matters most. Working alongside Active Minds, a leading mental health non-profit - we created a memorable acronym based on a proven method of support that’s easy to recall. Our hope was to create something that would eventually become the Stop, Drop, and Roll for helping a friend with a mental health challenge.
A.S.K. was built as a social and digital-first storytelling initiative, designed to travel at the speed and scale of culture through the global platforms of MTV Entertainment Studios and Paramount Global.
The campaign activated some of Paramount’s most devoted fandoms, from Showtime’s Yellowjackets and The Chi to MTV’s RuPaul’s Drag Race and The Challenge, and from CBS Sports’ NFL Coverage to the Paramount+ breakout series School Spirits. By meeting audiences within the shows and communities they love, the campaign ensured the message resonated where it would be seen and matter most.
The result was a cultural campaign that took mental health insight and transformed it into something usable in everyday life, a simple framework millions of young people could rely on when a friend needed support.
IMPACT AT SCALE
A.S.K. - Introductory Spot | 2023 Video Music Awards Spot :15 PSA Spot 1 of 2 2023 Paramount Global & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
A.S.K. - This is Your Reminder | "Stop, Drop, & Roll” Spot 1 of 3 2024 Paramount Global & MTV Entertainment Studios | :20 PSA Spot Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Agency Partner: Sarofsky
A.S.K. - This is Your Reminder | "Practice” Spot 2 of 3 2024 Paramount Global & MTV Entertainment Studios | :20 PSA Spot Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Agency Partner: Sarofsky
A.S.K. - This is Your Reminder | "Friends” Spot 3 of 3 2024 Paramount Global & MTV Entertainment Studios | :20 PSA Spot Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Agency Partner: Sarofsky
A.S.K. - How Yellowjackets Use A.S.K. | YouTube Segment 1 of 2 2025 Showtime & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Writer & Creative Director: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
A.S.K. - How Yellowjackets Use A.S.K. | YouTube Segment 2 of 2 2025 Showtime & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Writer & Creative Director: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
A.S.K. - How School Spirits A.S.K. | YouTube Segment 2025 Showtime & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Writer & Creative Director: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
A.S.K. - Solomon Thomas | Social Content 16×9 Version 2024 CBS Sports & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
A.S.K. - RuPaul’s Drag Race Queens | Social Content 16×9 Version 2024 Paramount Global & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
A.S.K. - The Chi | Social Spot 16×9 Version 2024 Showtime & MTV Entertainment Studios Editor & Executive Creative Director: Chris Williams Creative Director: Rosa White Writer: Tracey Crooks Animation & Design: Tim Livezey & Lance Rusoff
IMPACT SNAPSHOT
Sometimes the most powerful movements start with something simple. Three words. One Conversation.
A.S.K. turned insight into action and culture into connection, reminding a generation that showing up for a friend can change everything.
Through Paramount’s reach and Active Minds work, A.S.K. has shown up too - at The Super Bowl, The NCAA Final Four, and Art Basel as well as in 1000+ colleges and high schools that serve as Active Minds’ partners.
In 2024, A.S.K. received 8 Anthem Awards and 1 Shorty Award for excellence in purpose-driven storytelling and social impact.
A.S.K.-tivations | Social Activations Agency Partner: Cashmere
RESULTS
28 Million+
Video Views
1.3 Million+
Social Engagements
50+
College Campus Activations
8x
2024 Anthem Awards Winner (7 Gold, 1 Silver)
ONE
2024 Shorty Award Win - Social Good Campaign
CREDITS
CEO Paramount Global: Chris McCarthy Chief Marketing Officer: Amy Campbell SVP Brand Creative: Deva Newman Executive Creative Director: Chris Williams Creative Director: Rosa White Creative Director: Sundi Lofty Writer: Tracey Crooks Sr. Editor: Chris Williams Editor: Becky Davis
SVP Project Management: Francesca Batista Director Project Management: Jaime Clifford Executive Producer: Sean Linehan Project Manager: Kira McGann Producer: Anoosha Chari SVP On-Air Design: Timothy Livezey VP On-Air Design: Pam Brill Sr. Creative Director On-Air Design: Lance Rusoff Producer On-Air Design: Kelly McCrossin Audio Engineer: Austin Friend Audio Engineer: Dave Huston
SVP Social Impact: Brianna Cayo Cotter Social Impact Consultant: Stephen K. Friedman VP Social Impact: Erika Soto Lamb Director Social Impact: Rachael Wall-Terrell Social Impact: Jay Osterman Social Impact: Vaughan Bagley Social Impact: Daylee Baker Social Impact: Tulsi Patel VP Communications: Jo Flaherty
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