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13 Reasons Why

How a controversial Netflix show became the catalyst for important dialogue about mental health

Evolving the Narrative

Crisis Communications & Issues Management, Strategic Planning, Creative Production, Earned Media

To combat negative sentiment and evolve the controversial narrative surrounding the series ahead of its second season, we deployed a three-pronged strategy: 1) commissioned a global study to build credibility in the media, 2) activated a coalition of third-party experts and organizations to inform campaign execution, and 3) developed a suite of resources to encourage responsible discussion.

Starting Conversations for the Better


global earned media stories pointed to our resources


of season 2 coverage was positive or neutral in tone


decrease in negative coverage between season 1 and 2, with a 33% increase in positive coverage