I created a tool that turns feelings into songs.

Nearly half of teens of color say they feel consistently sad and hopeless¹. But, instead of receiving support, there’s silence. The stigmas that prevent parents from talking about feelings run deeper in Black and Hispanic communities².

Ad Council asked Amazon to use its technology to help parents and teens start conversations about mental health.

As Creative Director, I developed this campaign based on a fundamental truth: music is a universal language for expression: giving its listeners the words they so often struggle to find.

“When You Can’t Say It, Play It” encourages parents to approach these tough mental health discussions with music. This tool leverages Amazon Music’s catalogue of 100M songs and Alexa’s communication technology to help parents discover songs for different emotions and share them with their teens.

Share a song, start a conversation.

Sources: 1. Centers for Disease Control, 2. Science Daily