Yalda Uhls

Below are excerpts from this grantee’s quarterly reports.

Quarter 3

Briefly restate the specific aims or objectives associated with this project

Aim 1: Study how a popular teen-facing TV show impacts adolescent mental wellness

Aim 2: Learn what adolescents are discussing online with respect to mental wellness

Aim 3: Support adolescent mental wellness around topics within the show

Briefly summarize (3-5 sentences) what was accomplished with regard to these aims in the present quarter.

We have asked our social listening group to collect more data for us to try to better understand how what was going on on Twitter may have related to [13 Reasons Why] and the conversations about mental health. We are designing a follow up to experimentally study how to use the second screen to support adolescent mental wellness around this show or another show targeted to teens.

Products: Tell us about the products or deliverables associated with your project.

We will create a short report, targeted to the entertainment industry. We have been also offered the opportunity to share our findings with many talent agencies and entertainment studios at their “lunch and learns.” We are planning on building out a list of takeaways for content creators that we will aggressively share.

Quarter 2

Briefly summarize (3-5 sentences) what was accomplished with regard to these aims in the present quarter.

We received the data from our recruiting partner on our pre and post survey of adolescents who watched 13 Reasons Why and the Control. We have 159 completed surveys. We are writing up an industry facing report on what adolescents were discussing on Twitter, one week after the show, about key topics during Season 1, 2 and 3 of 13 Reasons Why. We have also shot several videos around teenage sexual health with peer educators from Planned Parenthood. These videos are meant to demonstrate the value of accurate information with respect to adolescent sexual health.

Tell us about problems encountered, changes to your approach, and reasons behind these changes.

We are starting to analyze the data we received from wave 1 and 2 of our survey. It looks like some participants in the experimental group did not watch the entire season of the show, which may end up hurting our statistical power. Unfortunately, it is always difficult with adolescents to reach full compliance. With this experiment being conducted in the field, it may have been too much to expect. We will have more to report next quarter.

Finally, we were hoping that we could make some kind of correlational claim with our social listening data. However, after considering several options, we could not determine the best ways to reliably measure other variables that might relate with the online conversation. Nevertheless, we believe we have enough data to tell a compelling story to industry about ways they may have undercut their own goals for viewership by releasing Season One without any resources for adolescents as this may have hurt Season Two’s ratings.

Quarter 1

Tell us what excites you about the funded project.

I’m excited about providing experimental evidence about the ways 13 Reasons Why impacts adolescent mental health. And about finding an innovative way to bridge the work of the entertainment industry and scientific researchers to support adolescent wellness.

Tell us more about your team!

We are working with the general manager of Amy Poehler’s Smart Girls to create a campaign. They created another video for us that got 140K views and over 50 comments on Instagram alone!