LIGHTEN THE LOAD

7 out of 10 young people say mental health is weighing them down and the American Psychological Association reported that 91% of Gen Z’ers had experienced severe symptoms of stress, such as anxiety or depression.

Lighten The Load is more than a campaign for JanSport, it’s a commitment — a fully integrated brand effort and Mental Wellness Mission connecting Generation Z with resources to tackle the mental health challenges they face.

Role: Art Director
Client: Jansport

Ad Age
AdWeek
Yahoo News
AIGA