Ad Council x Reddit

tl;dr 

Over the last five years, Ad Council has partnered with Reddit to address a host of critical social issues like inclusion and acceptance, the dangers of texting while driving, hunger relief, and more. One of Ad Council’s most successful campaigns on Reddit has been the recent Seize the Awkward Promoted Megathread. Created in collaboration with Reddit’s Karma Lab, the campaign helped make difficult subject matter approachable by providing our users a wealth of resources, conversation starters, and communities to draw from. The campaign resonated deeply with Redditors, driving 2x higher CTR than all of Ad Council’s 2022 campaigns on our platform.

Ad Council taps into the potential of Reddit Promoted Megathreads

Created in collaboration with Reddit’s Karma Lab, the campaign helped make difficult subject matter approachable by providing our users a wealth of resources, conversation starters, and communities to draw from. The campaign resonated deeply with Redditors, driving 2x higher CTR than all of Ad Council’s 2022 campaigns on our platform.

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2X

Higher CTR than the average of all Ad Council’s 2022 Traffic objective campaigns on Reddit

#1

CTR Performer of any Ad Council campaign on Reddit across all objectives: video views, awareness, & traffic  

2x

Higher CTR achieved with custom-created, Reddit-specific assets vs. standard assets

Sources: 
Ad Council
Footnotes
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Felicia Carmichael

Director of Media, Social & Emerging

Ad Council

"Reddit has always been very supportive in addressing some of these critical issues that we talk about at the Ad Council. They’ve been great partners for over the last five-plus years. It’s always a seamless process working with the Karma Lab team. They really understand what our objectives are, our KPIs are, and the kind of messaging we’ll lean into."
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[MEGATHREAD] How to talk to friends about mental health
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It’s important you and your friends have the space and support to talk about mental health. Want to reach out to a friend and not sure how to go about it? Read below for tips, things to know, and conversation starters to help have a chat with a friend.

Noticing something’s off with a friend? You might not be sure whether your friend is displaying worrisome signs regarding their mental health. Here are a few signs to look out for:

  • Impulsive behaviors or being more irritated than usual
  • Not functioning like their usual selves (i.e., change in habits of how they dress, general appearance, eating or sleep habits)
  • Talking about feelings of loneliness or despair
  • Excessive worry or trouble concentrating
  • Substance misuse

Even if these signs aren’t present, it’s always helpful to check in with a friend and remind them you’re there for them. Get to know some additional warning signs here.

Post image

Checking in doesn’t mean you have to have an intense heart to heart. You could try:

  • Asking a friend to play a pick-up game of your favorite sport.
  • Casually asking while playing an online game together.
  • Asking “what’s up” in a DM or text.
  • Inviting them to go on a walk or take a drive around the neighborhood.
  • Have a shared hobby? Try using that activity as an opportunity to check in.
  • Send a fun GIF to let them know you’re thinking of them

Not sure what to say when the time comes? Try one of these conversation starters.

Post image

Starting the conversation can feel a bit awkward but trust your instincts – you probably know what your friend really needs.

  • Keep it casual. Think of it as a chill chat, not a therapy session.
  • Don’t worry about finding the perfect words to say — just be there and let them know they have your support.
  • Listen up. Let them take the lead and open up at their own speed.
  • Avoid offering advice or trying to fix their problems.
  • Let them know it’s OK to feel the way they do.
  • Ask open-ended questions. Help them to talk, not just say “yes” or “no.”
  • Encourage them to talk to an expert if needed.

Conversation not going as expected?

  • What if my friend asks me not to tell anyone?
  • What if my friend rejects my help?
  • What if my friend tells me they are being abused, experiencing trauma or having suicidal thoughts?

Learn how to navigate common tricky scenarios with confidence here, and don’t be afraid to reach out for help in case of crisis or emergency. Check out more information and resources here.

Post image

A single conversation is not likely to be a cure, but your willingness to continue talking, listening, and simply being present helps more than you might know. If you want to do more, here are some suggestions:

  • Don’t give up. Maybe the first attempt didn’t go so well or maybe they just weren’t ready to talk. Show your friend that you’re there for them. Stay available and keep checking in.
  • Keep the invitations going. Even if they don’t accept, it’s important to keep offering because it still helps. Rejection probably isn’t personal. Let your friend know you’re there for them.
  • Handle their trust with care. You may be the only person they talk to about this. Show you care and avoid gossiping about them or turning people against them.
  • Get outside help. You don’t have to do this on your own. If you need to talk to someone, don’t be afraid to reach out for help from a parent, teacher, counselor, or someone you trust.

How involved should I get? What if I start to feel overwhelmed myself? Learn tips on how to check-in with yourself here.

In an Emergency: If you or your friend needs urgent help, call 911 right away. Or even take your friend to the emergency room for assistance. If you feel it’s safe, stay with your friend or find someone to stay with them until help arrives.

In a Crisis: You are not alone, and help is available 24/7.

  • You can reach out to the Crisis Text Line by texting SEIZE to 741741 and call or text the 988 Suicide and Crisis Lifeline at 988 (Press 1 for Veterans, Press 2 for Spanish).
  • To speak with someone in Cantonese, Mandarin, Fujianese, Japanese, or Korean, call the Asian LifeNet Hotline at 1-888-628-9495.

These resources are free, and everything you tell them is confidential, unless it’s essential to contact emergency services to keep you or your friend safe.

  1. The National Domestic Abuse Hotline 1-800-799-SAFE
  2. The National Sexual Assault Hotline 800-656-HOPE
  3. The National Teen Dating Abuse Helpline 866-331-9474
  4. The Trevor Project's TrevorLifeline 866-488-7386 or text START to 678-678

All of these hotlines are available 24 hours a day, 7 days a week. They can offer advice based on experience and can help find local support and services.

More information on getting help here.

Looking for a mental health provider? If you or a friend are interested in seeing a professional mental health provider regularly, learn more about next steps here. You can also find mental health resources for underrepresented communities.

It’s important you and your friends have the space and support to talk about mental health. Want to reach out to a friend and not sure how to go about it? Read below for tips, things to know, and conversation starters to help have a chat with a friend.

Noticing something’s off with a friend? You might not be sure whether your friend is displaying worrisome signs regarding their mental health. Here are a few signs to look out for:

  • Impulsive behaviors or being more irritated than usual
  • Not functioning like their usual selves (i.e., change in habits of how they dress, general appearance, eating or sleep habits)
  • Talking about feelings of loneliness or despair
  • Excessive worry or trouble concentrating
  • Substance misuse

Even if these signs aren’t present, it’s always helpful to check in with a friend and remind them you’re there for them. Get to know some additional warning signs here.

Post image

Checking in doesn’t mean you have to have an intense heart to heart. You could try:

  • Asking a friend to play a pick-up game of your favorite sport.
  • Casually asking while playing an online game together.
  • Asking “what’s up” in a DM or text.
  • Inviting them to go on a walk or take a drive around the neighborhood.
  • Have a shared hobby? Try using that activity as an opportunity to check in.
  • Send a fun GIF to let them know you’re thinking of them

Not sure what to say when the time comes? Try one of these conversation starters.

Post image

Starting the conversation can feel a bit awkward but trust your instincts – you probably know what your friend really needs.

  • Keep it casual. Think of it as a chill chat, not a therapy session.
  • Don’t worry about finding the perfect words to say — just be there and let them know they have your support.
  • Listen up. Let them take the lead and open up at their own speed.
  • Avoid offering advice or trying to fix their problems.
  • Let them know it’s OK to feel the way they do.
  • Ask open-ended questions. Help them to talk, not just say “yes” or “no.”
  • Encourage them to talk to an expert if needed.

Conversation not going as expected?

  • What if my friend asks me not to tell anyone?
  • What if my friend rejects my help?
  • What if my friend tells me they are being abused, experiencing trauma or having suicidal thoughts?

Learn how to navigate common tricky scenarios with confidence here, and don’t be afraid to reach out for help in case of crisis or emergency. Check out more information and resources here.

Post image

A single conversation is not likely to be a cure, but your willingness to continue talking, listening, and simply being present helps more than you might know. If you want to do more, here are some suggestions:

  • Don’t give up. Maybe the first attempt didn’t go so well or maybe they just weren’t ready to talk. Show your friend that you’re there for them. Stay available and keep checking in.
  • Keep the invitations going. Even if they don’t accept, it’s important to keep offering because it still helps. Rejection probably isn’t personal. Let your friend know you’re there for them.
  • Handle their trust with care. You may be the only person they talk to about this. Show you care and avoid gossiping about them or turning people against them.
  • Get outside help. You don’t have to do this on your own. If you need to talk to someone, don’t be afraid to reach out for help from a parent, teacher, counselor, or someone you trust.

How involved should I get? What if I start to feel overwhelmed myself? Learn tips on how to check-in with yourself here.

In an Emergency: If you or your friend needs urgent help, call 911 right away. Or even take your friend to the emergency room for assistance. If you feel it’s safe, stay with your friend or find someone to stay with them until help arrives.

In a Crisis: You are not alone, and help is available 24/7.

  • You can reach out to the Crisis Text Line by texting SEIZE to 741741 and call or text the 988 Suicide and Crisis Lifeline at 988 (Press 1 for Veterans, Press 2 for Spanish).
  • To speak with someone in Cantonese, Mandarin, Fujianese, Japanese, or Korean, call the Asian LifeNet Hotline at 1-888-628-9495.

These resources are free, and everything you tell them is confidential, unless it’s essential to contact emergency services to keep you or your friend safe.

  1. The National Domestic Abuse Hotline 1-800-799-SAFE
  2. The National Sexual Assault Hotline 800-656-HOPE
  3. The National Teen Dating Abuse Helpline 866-331-9474
  4. The Trevor Project's TrevorLifeline 866-488-7386 or text START to 678-678

All of these hotlines are available 24 hours a day, 7 days a week. They can offer advice based on experience and can help find local support and services.

More information on getting help here.

Looking for a mental health provider? If you or a friend are interested in seeing a professional mental health provider regularly, learn more about next steps here. You can also find mental health resources for underrepresented communities.

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