Campaign aims to de-stigmatize mental health issues among youth

A new campaign aims to de-stigmatize and bring awareness to mental health issues among Boston youth.

‘Heads Up Boston’ launched December 5 with a one-day pop up event, two days after Boston Mayor Michelle Wu and the Boston Public Health Commission (BPHC) announced the initiative.

The BPHC leads the program, which encourages teens to speak up and discuss their concerns with each other. A large group of high school students gathered for the launch near the city’s Downtown Crossing. They enjoyed live music and received information on various mental health resources and free merchandise.

According to a press release, the goal of the campaign is to empower teenagers to normalize talking to their friends about how they are doing and to seek help from trusted adults when needed.

Wu noted in the release, “Our young people are going through a lot, and we want them to know it is okay to ask for help. Together, we can de-stigmatize mental health concerns and create a safer, more compassionate space for our kids to grow up in.”

‘Heads Up Boston’ is designed for all city youth, but especially youth of color, those who are marginalized, and those that identify as female or LGBTQ+.
BPHC’s “Health of Boston 2024: The Mental Health Report” showed that more than 40% of Boston Public School (BPS) students report feeling persistent sadness and hopelessness, with the data more severe for the mentioned groups.

In addition, less than half of BPS high school students report they received help when they experienced mental health challenges.

“Our youth are facing significant mental health challenges and unfortunately, stigma is a major barrier to seeking help…[and] can also lead to harmful coping behaviors among young people,” said Bisola Ojikutu, MD, MPH, Boston’s commissioner of public health.

The commissioner said one of the campaign’s goals is to reduce stigma and increase access to support young people, adding, “No one should suffer alone.”

‘Heads Up Boston; has a tag line of ‘Because our mental health matters’ and features videos of Boston students talking about their day and the importance of giving each other a heads up. The campaign can be found on social media, streaming video and audio platforms, radio ads, and bus shelters in Boston.

People are encouraged join the movement by posting content and using the hashtag #HeadsUpBoston to build awareness.

BPHC’s Center for Behavioral Health and Wellness Director Samara Grossman, MSW, LICSW, said the youth participated in the campaign’s creation—everything from selecting a vendor to creating key social media.

“In doing this, we uplift youth as the experts in their own lives and showcase the power they have to make positive change,” Grossman said.

The Center for Behavioral Health and Wellness worked on the American Rescue Protection Act (ARPA)-funded $1 million campaign with Argus, a Boston marketing agency.

The first phase of the campaign included surveying youth of color and those who identify as female or LGBTQ+ to see what resonates with them and where they go for help. Youth overwhelming identified their friends as the source they look to for aid.

Kevin Simon, MD, BPHC chief behavioral health officer, noted young people’s mental health is shaped by their relationships, schools, neighborhoods, and the daily challenges they face.

“By creating spaces where youth feel seen, heard, and supported, this campaign empowers them to talk openly, seek help, and build the resilience they deserve.”