The Case for Maximizing the Impact of Second Screens: 5 Case Studies

How can film and TV creatives, producers, networks, and marketing teams motivate positive mental health help-seeking behavior when they release projects that feature mental health storylines?

This project builds on previous research conducted by CSS, which showed that 92% of young people sought mental health information after watching a popular television series. Based on five case studies that provide evidence of second-screen successes, we detail how media companies can develop and prioritize relevant supplementary content to support positive mental health help-seeking behavior among youth. We also offer recommendations for anyone considering a campaign using second screens. For this report, we studied second screen activations for the following shows:

Overview

Ginny & Georgia

Yellowjackets

The Spiderwick Chronicles (2024)

Big Mouth

Wolf Pack

In all cases, the additional content activated audiences, and it is likely that these exposures to second-screen content led to increased engagement with mental health storylines. 

We hope that these case studies can be a starting point for film, TV, and media decision-makers positioned to prioritize, invest in, and develop second-screen content that supports positive mental health outcomes among youth.

Industry Takeaways

Four Takeaways for Creative and Marketing Teams Looking to Use the Power of Second Screens to Support Adolescent Mental Health

Previous CSS Findings and Relevant Resources

Acknowledgments

Monika Nayak

Phoebe Loew

Jamie Azar

Yalda Uhls, Ph.D.

Authors

Thanks to The Funders for Adolescent Science Translation (FAST) for supporting this work.

Special Thanks to:

Brynne O'Hare

Amaya P

Ali Bayard

Quincy Solomon

Chelsea Wan

Christine King

Jill Hotchkiss

Meredith Goldberg-Morse

Alicia Katz

Don Halcombe

Dennis St Rose

Megan Crawford

Renee Schneider

Sheri Singer

Doreen Marshall

Halle Stanford

Ruben Garcia

CAA