The core ideation of the campaign is to pivot from the traditional "Say No To Drugs" approach and create an online storybank. “On The Mend” aimed to spark nuanced conversations on drug abuse by working with AOL; to identify and feature advocates from post-risk community whose stories inspired the stories behind FJ. The YFP strived to build an online community of advocates, co-create content with communities, youth and media partners, which included mentorship, workshops and content marketing, aimed to empower youths to co-create content with community partners while delivering the campaign messaging. "On The Mend", brought to life the real profiles who inspired the characters in FJ, true stories shared by the post-risk community. Trailers and teasers were strategically launched to create anticipation, additional content to build up the profile stories, leading on to the 3-episode docuseries, with contests to further encourage meaningful conversations.

We wanted to highlight the social issues that at-risk youths face, which prompts them to indulge in substance abuse. This approach effectively conveyed to the general youth population their importance in providing support and encouragement to their peers who face this predicament. Furthermore, the campaign sought to spark nuanced conversations, sustain the communications of anti-drug narrative, reaching beyond the target audience. “FJ'' in phase 1 was bridged to phases 2 and 3 to further engage our audience. We brought the characters from FJ to life in “On The Mend”, and used FJ as an example for the YFP submissions.

With in-depth research, "On The Mend" was created in collaboration with a team of professional filmmakers as we conducted exhaustive research with real-life profiles to better understand the nuances of drug addiction. The YFP was created in collaboration with filmmakers, community mentorship to bring stories of youth filmmakers to life