The Situation

Netflix gives storytellers the creative freedom to tell stories that aren't often told, which can include content that might not be right for every audience.

With the 2017 launch of 13 Reasons Why, many teens embraced the show, yet some parents, advocacy organizations, medical experts and schools felt the show "glamorized suicide" and didn't prepare vulnerable audiences for the show's content, which cascaded into negative media contagion.

With season two slated for 2018, Netflix knew it had a responsibility to proactively support this tough topic entertainment.

42% of the season one conversation skewed negative.

The Strategy

We developed a three-phase approach to:

  • Balance the conversation and neutralize negative sentiment surrounding 13 Reasons Why to pave the way for season two.
  • Build and activate a community of third-party organizations to act as advocates.
  • Establish credibility with a third-party academic research partner.
  • Demonstrate how tough topic entertainment starts a conversation for the better.
  • Arm parents, viewers and advocacy groups with crisis resources and the resources to have meaningful conversations.