CREATE+CHANGE MARCH 2026
This month, the latest from our “Love, Your Mind” campaign, entitled zill, gives teens language for the everyday ways they care for their mental health. Next, we share timely new work from our iconic Smokey Bear as seasonal wildfire risks rise. And, from conversations on the ground at SXSW Innovation Conference, we recap the ideas, moments and insights that shaped the week. Keep reading for more!
Zill: The New Term Redefining Teen Mental Health
On World Teen Mental Wellness Day on March 2, we introduced zill—a new word shaped by teens to describe any action to show love to your mind. With 70% of teens reporting mental health struggles in the past six months, and more than half unsure what caring for their mental health looks like, shared language can help make taking care of their mental health feel more accessible. Rooted in resilience, zill was built with teens and brought to life with partners across media, entertainment, and digital platforms. Check out the latest from our "Love, Your Mind" zill campaign!
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A Timeless Message for a Timely Moment
Unsafe backyard debris burning was the leading cause of unwanted, human caused wildfires last year in the U.S. With spring approaching and wildfire risk on the rise, Smokey Bear’s message is more timely than ever. In partnership with the U.S. Forest Service and the National Association of State Foresters, our new “Smokey Within” creative frames prevention in clear, practical terms. Developed by BBDO, it highlights the shared role individuals and communities play in reducing wildfire risk. Watch the creative!
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Making Mental Health Check Ins Feel More Natural
Mental health conversations can be powerful—but for many young adults, getting started is still the hardest part. In the latest installment of our “Friend to Friend” series for our “Seize the Awkward” campaign, we partnered with influencer duo and sisters Alexa and Danielle to show what checking in really looks like between friends. By spotlighting everyday moments of connection, the work reinforces how small, genuine gestures can help inspire more mental health support. Check out the creative!
Check out the creative:
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Roundup:
- On the blog, we recap the conversations, moments and insights from SXSW Innovation Conference that defined the week.
- Since 2004, our Adoption from Foster Care campaign has contributed to more than one million children and teens finding permanent families through the U.S. foster care system. Watch the latest creative.
Adoption from Foster Care:
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Watch the latest creative:
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