~ Boston Launches "Heads Up" Campaign to Destigmatize Mental Health Among Youth

The City of Boston, along with Mayor Michelle Wu and the Boston Public Health Commission (BPHC), has announced a new campaign aimed at destigmatizing mental health among youth in the city. The campaign, called "Heads Up Boston," is led by the Commission's Center for Behavioral Health and Wellness and aims to empower teenagers to normalize conversations about mental health and seek help from trusted adults when needed.

The campaign will kick off with a one-day only Heads Up Pop Up Shop in downtown Boston on Thursday, December 5 from 3-7pm. The Pop Up Shop will feature free merchandise, giveaways, live performances, and mental health resources. Teenagers aged 14-18 can register to attend at headsupboston.org.

Mayor Michelle Wu expressed her gratitude for the campaign, stating, "I want to thank the Boston Public Health Commission for this campaign that is for youth, by youth. Our young people are going through a lot and we want them to know it's okay to ask for help. Together we can destigmatize mental health concerns and create a safer, more compassionate space for our kids to grow up in."

According to Dr. Bisola Ojikutu, Commissioner of Public Health for the City of Boston, stigma is a major barrier for young people seeking help for mental health challenges. This can also lead to harmful coping behaviors among youth. The goal of this campaign is to reduce stigma and increase access to support for young people.

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The campaign is targeted towards all Boston youth but specifically focuses on those who are marginalized or identify as female or LGBTQ+. BPHC's Health of Boston Mental Health Report shows that more than 40% of Boston Public School students report feeling persistent sadness and hopelessness. However, data shows that these numbers are even higher among marginalized groups. Unfortunately, less than half of BPS high school students report receiving help when they experience mental health challenges.

Dr. Kevin Simon, Chief Behavioral Health Officer for the Boston Public Health Commission, stated, "This campaign reflects a significant shift in how we approach mental health. For young people, mental health isn't just a condition or a diagnosis - it's 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."

The Commission's Center for Behavioral Health and Wellness worked with Argus, a marketing agency in Boston on this ARPA-funded $1 million campaign. 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. The overwhelming response was that youth turn to their friends for support.

The "Heads Up Boston" campaign has a tagline of "Because our mental health matters." It 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 platforms, streaming video and audio platforms, radio ads, and bus shelters throughout Boston. Others are encouraged to join the movement by posting their own content using #HeadsUpBoston.

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Samara Grossman, Director of the Boston Public Health Commission's Center for Behavioral Health and Wellness stated that youth have been involved in every step of creating this campaign. "We have relied on them in the creation of this campaign: from selecting a vendor to creating key social media content. In doing this we uplift youth as experts in their own lives and showcase the power they have to make positive change."

The Heads Up Boston campaign will launch with a one-day only Heads Up Pop Up Shop on December 5 at 18 Tremont Street in Boston from 3-7 pm. The Pop Up Shop will include live performances, mental health resources, and free merchandise and giveaways, including sweatshirts and t-shirts donated by NOBULL, socks, beanies, tote bags, notebooks, and stickers. While parents and adults who work with teenagers are welcome to attend, the merchandise is reserved for Boston teens between 14-18 years old who register on headsupboston.org. After the one-day Pop Up Shop, there will be two traveling trunk shows bringing free merchandise and mental health resources directly to organizations that serve youth, ensuring this campaign reaches teenagers throughout the city.

Caitlin Dodge, CEO of Argus expressed her excitement for partnering with BPHC and NOBULL to bring this campaign to life. "Supporting mental health for teens is so important, and we know that having conversations about how someone feels is an important first step. We also know that peer-driven movements have the greatest impact, which is why this campaign is by Boston youth and for Boston youth."

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