Case Study: Alannah and Madeline Foundation reaches 1.3M young people with Today's Crushed But Okay campaign

Alannah and Madeline Foundation reaches 1,339,929 people in 2 months with Today

The Alannah and Madeline Foundation faced the challenge of reducing online sexualized harms by helping teen boys better manage complex emotions around rejection from young women. They partnered with the vendor Today, which employed its campaigns and communication service to address this issue.

Today developed the "Crushed But Okay" social-first campaign through co-design workshops with youth advisors. The solution used micro-influencers on platforms like Instagram and TikTok to reframe rejection and teach healthy coping skills. Today's campaign significantly exceeded its goal, reaching over 1.3 million young people in its first two months and winning multiple awards for design and marketing.

Alannah and Madeline Foundation