Massachusetts Department of Public Health (DPH) and the Governor’s Council to Address Sexual Assault, Domestic Violence, and Human Trafficking (GCSADVHT)
The Breakup Toolkit
Equipping teens with the tools to navigate platonic and romantic breakups in healthy, respectful ways.
AUDIENCE
RESEARCH
CAMPAIGN
DEVELOPMENT
MEDIA PLANNING & BUYING
YOUTH GROUP ENGAGEMENT
Insights: Teens consistently expressed a need for practical tools, real-life scenarios, and guidance delivered in a tone that feels authentic and peer-informed. This informed the Breakup Toolkit, a preventative resource designed to provide structured support, normalize emotional responses, and offer clear, actionable strategies during one of adolescence’s most emotionally complex experiences.
Impact: From concept through execution, the Statewide Youth Advisory Group were not advisors but co-creators—guiding scripts, character development, and toolkit content/design. Centering youth leadership strengthened relevance and trust, resulting in a statewide campaign that delivered 275,128 page views, 350,757 clicks to resources, and 10,397,352 completed video views.
