Suicide is the second-leading cause of death among teens — but many parents don't realize their kids are at risk. Just asking Gen Zs about suicide can make a difference.

That raw honesty underpins a new campaign for Seattle Children's.

The "Scary Not Scary" work, by creative agency Little Hands of Stone, is airing in four states throughout the Northwest. Both 30-second and 60-second broadcast-streaming spots are airing, as well as PSA distribution. The ad debuted at the Oscars.

“Scary Not Scary” employs a first-person teen narrator who addresses viewers casually, via an informal PowerPoint-style presentation. Her tone is light, rather than anxious.

Matt McCain, agency co-founder, said it was crucial to capture an authentic voice of Gen Z that speaks directly to adults and explains it is OK to ask about suicide. Five words — “Are you thinking about suicide?” — appear throughout the spot to break silence on the subject.

“A lot of younger people have adopted PowerPoint slideshows as a tool of persuasion, whether to ask for their first car, permission to get a job, to date, to get Taylor Swift tickets, or itemize their birthday wish list. We loved the idea of using this approach as a way to get kids to convince their parents to calm down, get over their fears, and just ask the question,” said McCain.

The agency worked with experts at Seattle Children’s to ensure the spot wasn't offensive or triggering harmful emotions. Little Hands of Stone also consulted a youth advisory board, while having a young, female creative team shape the spot's voice.