Shape culture
Jed Foundation: Redefine the mental health narrative
BPI partnered with UNINTERRUPTED, the award-winning storytelling brand from LeBron James’ SpringHill Company, to create the unscripted series INVISIBLE GAME.
An unscripted series featuring intergenerational conversations with top athletes like Trae Young, Fred Richard, and Iman Shumpert about life, mental health, and staying on top of their game, the series is the centerpiece of a culture change campaign for The Jed Foundation, as they seek creative new ways to help families and communities support youth who are struggling with their mental health.
Outcomes
The series launched with the support of media outreach, organic social, email, paid digital marketing, and partner marketing.
7,926,558 digital impressions and 1,602,524 video views.
362.4 million potential audience via press efforts (Incl. Sinclair Broadcast Group, Essence, Rap Industry, MSN, Forbes).
80% of viewers surveyed reported feeling represented and engaged by the series.
Awards
Best Intersectional Initiative
Halo Awards
Best Mental or Physical Health Initiative
Halo Awards
See more
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