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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

The Secret Life of Lele Pons

Silver Honor in Mental Health


The objective of The Secret Life of Lele Pons was to show a more serious side as she opens up to the world about her life long struggle with OCD & Tourettes among other mental health conditions and how she can be a beacon of light to show others with the same struggles that they are not alone.

Strategy and Execution

In an effort to make the show timely, The Secret Life of Lele Pons was released during Mental Health month. Additionally, we had Lele's psychologist play an integral part in the promotion of the show to lend credibility to both Lele’s treatment and narrative around these issues.


The first episode of the series was trending at #1 on YouTube, along with an outpour of positive comments on instagram and twitter. The show landed an exclusive Good Morning America interview with mental health advocate and GMA anchor Ginger Zee leading into episode one’s launch and was featured on Entertainment Tonight, Forbes, Reforma (Mexico’s largest newspaper), E! Daily Pop, Billboard, Associated Press, GQ (MX), Radio Disney, W Radio (MX) and Univision (MX), with Vanity Fair, Teen Vogue “Firsts”, Glamour, Bon Appetit, People, Good Morning America’s “5 Things”, People, WWD and TooFab.  Additional coverage secured for the series launch includes Los Angeles Times, E! News, People, Teen Vogue, InStyle (MX), Evening Standard (UK), Billboard, CBS News, PopSugar, Cosmopolitan (Spain) and Just Jared.


Video for The Secret Life of Lele Pons

Entrant Company / Organization Name

YouTube Originals