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
3.5K+
global earned media stories pointed to our resources
82%
of season 2 coverage was positive or neutral in tone
62%
decrease in negative coverage between season 1 and 2, with a 33% increase in positive coverage
