#LightenTheLoad | A Mental Wellness Mission



  • youth marketing
  • Generation Z
  • mental health services
  • Purpose driven marketing

7 out of 10 young people say mental health is weighing them down and the APA reported that 91% of Gen Z’ers had experienced severe symptoms of stress, such as anxiety or depression.

Lighten The Load is more than a campaign for JanSport, it’s a commitment — a fully integrated brand effort and Mental Wellness Mission connecting Generation Z with resources to tackle the mental health challenges they face.