Client: IABH
Agency: Concept One Media
Format: Shot in 8K | Mastered in 4K
Executive Producer | Co Writer | Director | Casting: David Hendryx
Producer: Linda Livorsi
Producer: Scott Baker
AD: Ian Harris
Director of Photography: Ryan Baker + Ulysses Arriaga
Camera Operator: Kiefer Szumlas
Snori Cam Rig Operator: Ian Harris
Audio: Ben Matthews
Editor: Matt Kitchen
Case Study: Generation Lead Campaign
The Challenge
The Illinois Association for Behavioral Health (IABH) set out to address a critical issue: preventing and delaying substance use among middle and high school students across Illinois.
But traditional prevention messaging often struggles to connect with teens. The challenge was to create a campaign that:
*Felt authentic—not preachy
*Resonated with student and student-athletes
*Reduced stigma around mental health and substance-free lifestyles
*Normalized choosing not to use substances
*Scaled across schools statewide
The message needed to empower, not lecture.
The Objective
Concept One Media was tasked with producing a series of commercials for the Generation Lead campaign that would:
*Position student-athletes as leaders and role models
*Promote mental well-being
*Encourage substance-free lifestyles
*Support distribution across schools, social media, and live events
*Align with IHSA and IESA platforms to maximize reach
The goal wasn’t simply awareness—it was cultural influence.
The Strategy
We approached Generation Lead as a movement, not just a PSA campaign.
By partnering with IHSA and IESA, the campaign had direct access to thousands of student-athletes across Illinois. These students already carry influence in their schools and communities.
Our strategy centered on:
Peer Influence – Students hearing from students.
Empowerment Messaging – Leading with strength, performance, and mental resilience.
Authenticity – Real environments, real energy, real voices.
Instead of focusing solely on the dangers of substance use, the spots reframed the conversation around leadership, identity, and pride.
The Creative Approach
Youth Driven Storytelling
The commercials spotlighted students in real environments. Messaging emphasized:
*Strength in choosing substance-free lifestyles
*Being an individual
*Choices
Mental Well-Being Front and Center
Each spot subtly integrated themes of mental health awareness, reinforcing that asking for help and prioritizing well-being is part of leadership.
Bold, Modern Tone
Visually and tonally, the campaign avoided traditional PSA aesthetics. Instead, we delivered:
*High-energy pacing
*Cinematic visuals
*Confident, empowering narration
*Graphics optimized for digital and social media
The tone was aspirational—not alarmist.
The Execution
Concept One Media produced a series of broadcast-quality commercials supported by digital cutdowns for social platforms.
The campaign included:
*School-ready commercial spots
*Social media adaptations
*Event-ready video assets
*Messaging aligned with free downloadable toolkits and posters available at generationlead.org
The commercials officially launched in late 2025 and were promoted for use in school settings statewide.
Distribution channels included:
*Broadcast Television
*Social Media
*Community events
*Youth-led forums
*School athletic events
The Impact
Generation Lead positioned substance-free living as a leadership choice—not an exception.
The campaign:
*Helped normalize being substance-free among students
*Reduced stigma around prevention conversations
*Leveraged the credibility of IHSA and IESA
*Provided schools with professional, ready-to-use media assets
*Expanded IABH’s reach through cohesive digital and in-person activation
By framing the conversation around strength and influence, Generation Lead created a prevention campaign that feels relevant to today’s students.
The Partnership
Concept One Media is proud to collaborate with mission-driven organizations like the Illinois Association for Behavioral Health.
Generation Lead demonstrates the power of strategic partnerships—bringing together behavioral health leaders, athletic associations, and creative storytelling to spark meaningful cultural change across Illinois schools.
We’ve already started working on this year’s campaign that will be released fall 2026.
