Indian beverage company Mirinda created the campaign to #ReleaseThePressure on young students, focusing their first commercial on teens in India.
The ad shows teens reading letters they’d written to their parents about the stress of preparing for examination, and their parents’ reactions as they read the letters.
According to The Lancet, India is home to one of the world’s highest rate of suicides for 15 to 29-year-olds. In 2013, 2,471 suicides in India were related to “failure in examination.”
We hope ads like this one will continue to bring awareness to ways we can better support teens around the world.