Brightline came to us with an open brief and a tight budget. Reset what parents think about mental health therapy for kids and teens, and don’t spend a lot doing it. But here’s the thing. Nobody wants to hear their kid needs therapy. That word alone changes the room. So we didn’t lead with therapy. We led with what every parent already knows but rarely hears out loud. Parenting is hard. Two audiences, one just realizing something might be wrong and one already in the system, wondering if it’s working. Same fear underneath both. We just said the thing nobody else was saying.