This 3-year project is a youth campaign predicated on promoting positive coping behaviors and encouraging supportive behaviors by peers with stressed or depressed friends. It is a unique suicide prevention campaign that never uses the word "suicide" on any campaign media except the website where symptoms of stress and depression are described in more detail. The empowering spirit of the campaign is captured by the slogan "I am the Difference."

MEE was contracted by the DC Department of Mental Health in 2010 to develop a suicide prevention campaign. In 2011, MEE developed and produced the campaign media based on focus group testing. The media were print ads including postcards, posters and a brochure; promotional materials included stress balls, sticky notes, pens and rubber bracelets, and four radio ads (PSAs). The campaign was implemented using a local DC radio station and campaign materials were distributed to campaign partners at a mental health conference. 2012 has seen the implementation expand to incorporate community mobilization activities initiated by a series of Chat & Chews with youth service providers. Radio ads will also continue intermittently.