The Team:
 
Cody Colvin - Creative Brand Manager
Michelle Lee - Creative Brand Manager
Joe Reilly - Creative Brand Manager
 
The Ask:
Develop and rationalize a concept for a new self-help comic book for girls between the ages of 13-17.
The Insight: What Advice do Teen Girls Want?
We learned from our research that 70% of teenagers say that anxiety and depression are the biggest problems they face. For teen girls specifically, the primary sources for their anxieties are getting good grades, friendships, and their physical appearances. These are only three of the many anxieties they face, so our team decided to focus on what all these issues have in common: the feeling of uncertainty. 
Many female teenagers focus on how poorly situations can go as opposed to imagining ways they can handle the challenges they face. They get caught up on the "ifs" and feel powerless to solve problems. So we wanted our comic to challenge our reader's perceptions and remind the real-life problems have more than one solution.
We also wanted to create a comic that broke away from traditional linear storytelling to reflect life's complexity. Readers should not feel restricted to a single solution. They should feel that they are in control of their lives.
The Idea: I'm a Teen Girl, Now What?
 
Introducing I'm a Teen Girl, Now What?: The choose your own adventure comic series that teaches teenage girls how to overcome the challenges by showing them that they are in control of their lives. These self-help stories eliminate the "ifs" and show readers that they are never without options.  
This freedom of decision lets reader decide how characters solve their problems, the flow of the events, and how the comic ends. This highlights the truth that there is always more than one solution to every challenging situation.
Every monthly edition covers a different topic that causes anxiety for teenage girls. The character encounters a problem and is presented with multiple ways to respond. Each solution creates a branching narrative that guides the reader to an effective solution.
In the first issue of the series, Blake is starting her first day of gym class but feels uncomfortable changing into her gym uniform around others. The comic presents the reader with three options for how Blake responds. Each path leads to Blake discovering a new sense of confidence in her body.