Healing Hotties: Our Megan Thee Stallion Partnership Wins Best Integrated PR & Marketing Campaign

She’s unfiltered, vulnerable, talented, thoughtful, and real. Everything that makes Grammy Award-winning artist Megan Thee Stallion so beloved and trusted by her millions of fans also makes her an ideal spokeswoman for Never a Bother, the youth suicide prevention campaign we created for the California Department of Public Health.

And we’re over the moon to see this partnership recognized! Last month, our Megan Thee Stallion x Never a Bother collaboration won a PR Daily Award for Best Integrated PR & Marketing campaign. The work reflects our belief that credible messengers, youth-informed strategy, and authenticity-first storytelling are essential to effective marketing for good.

How did this dream partnership happen? When we were in the early stages of creating Never a Bother, the California teens and young adults co-creating the campaign with us kept coming back to Megan Thee Stallion as someone they trusted and related to. Her extraordinary reach across audiences—combined with her ability to connect authentically with young people, including those who often face barriers to seeking help—made her a natural fit for the campaign.

Fast-forward several months later: the integrated campaign launched on October 10, 2024, for World Mental Health Day—anchored by a Billboard sit-down where Megan Thee Stallion shared her personal struggles, named specific sources of available support, and modeled how speaking honestly about mental health can reduce stigma. This interview generated immediate media interest and led to high-profile national coverage, including an exclusive feature in People, as well as coverage across culture and music outlets such as Vibe and Revolt. 

We repurposed the interview footage into short-form clips for TikTok and Instagram, coordinating amplification across web, ads, and social channels to reach young people where they spend time online.

Ongoing PR outreach translated the initial placement into broader lifestyle and national coverage, sustaining visibility and enabling partners to layer email, paid media, and community activations, and to mobilize caregivers and community groups behind the core message.

The earned-media lift drove widespread pickup and deep engagement, and directed more than 40,000 new visitors to the Never a Bother website, where youth can find crisis (and everyday) resources for themselves and friends. This sequence shows how a PR-led, authenticity-first strategy can establish credibility, extend reach, and connect youth and caregivers to life-saving information at scale—while shaping a broader public conversation around stigma and help-seeking. 

Meg (we can call her Meg now, right?) shared an excerpt of the interview with her followers, generating more than 5 million views, over 360K likes, and thousands of comments — making sure her followers know, without a doubt, that they aren’t alone. Or in her words, “Hotties, you are never a bother.” 

That’s what happens when you find the right voice with the right message—and your audience helps lead the way.