Writing for the activation space is something that hits deep for me. I live for live experiences and the energy around them. As such, I was big stoked when given a brief that pushed me to ideate for this medium in a very unique and positive way.
While copy exists to drive initial awareness of action sports athlete mental health, uniquely designed QR codes on athlete gear and apparel, scannable on social, in person or on TV offer a glimpse of that one athletes mental health testimony. The encouraging, branded merch is sold at events and on ADAA & X Games sites.
