XOMAD won a 2025 Ad Age Healthcare Marketing Impact Award for Social Media Campaign of the Year for Never a Bother, a creator-led youth suicide prevention campaign developed for the Los Angeles County Department of Public Health (LACDPH). The campaign used trusted creators to reach young people and caregivers with mental health support messaging across Los Angeles County.
The award underscores XOMAD’s proven ability to guide and elevate media partners to national recognition. According to Ad Age award criteria, winning campaigns demonstrate measurable impact, audience relevance, and effectiveness in advancing public health outcomes. In this case, the campaign earned national recognition for its effectiveness in youth mental health communication, lead by Team Friday and the County of Los Angeles toward one of the year’s top honors in public health marketing.
The Challenge
Los Angeles County faces a persistent and complex challenge: youth suicide is now the second leading cause of death among people ages 10–24. Black, Latino, and AAPI youth are disproportionately affected, often internalizing stigma and isolation that prevent them from seeking help. Meanwhile, caregivers struggle to recognize warning signs or start mental health conversations.
Traditional outreach had failed to connect with Gen Z, who turn to creators and peers online for authenticity and support.
XOMAD’s Plan
To reach young people where they already find comfort and connection, XOMAD led the creative and influencer strategy for the LA County Never a Bother program, a digital initiative designed to normalize mental health discussions and bridge communication between youth and caregivers.
- Effective messenger groups: young adult creators (18–24) spoke directly to their peers about seeking help, while trusted adults, parents, teachers, and community figures guided caregivers on recognizing signs and offering support.
- Targeted authentic storytelling: Creators shared personal reflections under the theme “You’re never a bother for asking for help.” Content appeared across Instagram and TikTok in English and Spanish, focusing on Metro LA, the San Fernando Valley, and the Antelope Valley.
- Strategic amplification: XOMAD selected and briefed each creator using an approved messaging guide and pre-designed “Never a Bother” assets, ensuring both consistency and authenticity. High-performing content was boosted to maximize reach among target communities, particularly Black, Latino, and AAPI youth.
Through this approach, XOMAD united government, creative, and community partners under one cohesive strategy, leading to measurable impact.
Results
The campaign reached over 1.1 million Los Angeles County residents, including 85% of adults aged 18–24, with audiences seeing creator content 2–3 times on average.
- 4.1% Instagram engagement rate (4.6× industry average)
- 6,670+ clicks to neverabother.org for mental health resources
- 99% positive sentiment across Instagram and TikTok
- 65% of Instagram reach and 73% of TikTok reach from Black, Hispanic, and Asian audiences
Continuing a Legacy of Impact
This recognition builds on XOMAD’s consistent record of excellence, including Healthcare Marketing Impact Award wins in 2023, 2024, and now 2025. Across these campaigns, XOMAD has focused on youth mental health, suicide prevention, and culturally relevant public health communication. The awards affirm XOMAD’s leadership in purpose-driven, creator-led campaigns that deliver measurable behavioral change.
To learn more about how XOMAD partners with governments and organizations to create meaningful mental health and public health impact, contact us today.