Objective

In the aftermath of the pandemic, California’s youth faced an unprecedented crisis of loneliness, isolation, and mental health challenges, with rising rates of suicide, particularly among BIPOC youth. California needed more than just a traditional public health campaign—it required a social movement to fundamentally shift the narrative around mental health and suicide prevention for youth.

Our mission was to ignite this movement by:

1. Empowering young people to recognize mental health crisis signs and confidently reach out for help.
2. Breaking down stigma and shame that prevent youth from seeking support.
3. Cultivating a culture where every young person feels seen, heard, and understood.

We aimed to create a movement that equips young Californians—especially those from marginalized communities—with:

• Increased knowledge of suicide prevention resources available.
• Greater self-efficacy and confidence in seeking help for themselves and their peers.
• Increased help-seeking behaviors, driven by a belief in their right to support and care.

Our vision was bold: ensuring every youth in California recognizes the warning signs of suicide and understands that reaching out—whether for themselves or a friend—is an act of self care and they are “Never a Bother” when seeking help. The campaign inspires a grassroots, youth-led movement to shift societal attitudes and behaviors, ultimately preventing youth suicides.

By mobilizing young people, their trusted circle, and caregivers, the "Never A Bother" campaign is more than a message—it's a call to action, a catalyst for change, and a foundation for a statewide movement towards suicide prevention, empathy, and stigma reduction.

Strategy

Guided by the principle of "Nothing for us without us," the Never A Bother campaign was built by youth, for youth, ensuring authenticity, relatability, and meaningful impact.

1. Youth Engagement and Co-Creation: To reflect the diverse realities of California’s youth, we engaged nearly 400 youth through listening sessions, including voices from Native and Tribal, and Spanish-speaking communities. Our Youth Advisory Board (YAB), composed of diverse, paid youth consultants, guided every step from messaging to design—ensuring the campaign was both effective and deeply personal. These youth were not mere participants; they were co-creators.
2. Listening and Co-Creation: Through paid listening sessions with 120 youth across California, we captured firsthand stories and insights, establishing a space for youth to express their fears, hopes, and needs. These engagements revealed essential themes of validation, trust, and safety, which became the foundation for our creative direction. We focused on creating a campaign that youth could see themselves in and feel was made for them.
3. Empathy-Driven Creative: Our visuals featured retro-inspired flower characters displaying a range of emotions, resonating with diverse youth and avoiding stock imagery for universal relatability.The YAB played a crucial role in shaping this creative, ensuring the campaign reflected their authentic voices and experiences. This collaborative process empowered members to actively share the campaign, proud of their contributions. The characters and their affirming messages underscored that seeking help is a courageous act.
4. Messaging Strategy: To enhance engagement and relatability, we used a dual messaging strategy:

• Youth-Focused Messaging:"Bother me when..." invites youth to encourage their friends to reach out for help, reinforcing that supporting a friend is an act of care, and the person in need is Never a Bother.
• Caregivers Messaging: "Bother them when" equips adults to engage proactively with youth, highlighting that checking in and offering support are acts of care, not intrusion. This dual messaging bridged the gap between youth and adults, fostering a culture of openness and support.

5. Innovative Testing and Feedback Loop: We used AI-driven testing with over 170 youth to refine our approach. This process ensured every element resonated with the audience, making the campaign feel more like a supportive friend than a typical public service announcement.
6. Celebrity Engagement:  Recognizing the power of role models, we partnered with Megan Thee Stallion, a “dream influencer” repeatedly named by youth we engaged. She shared her mental health struggles and reinforced the campaign's core message in her voice: "Hotties…You are NEVER a Bother." Her authentic testimonial, coupled with content with youth influencers, significantly extended our reach and resonance with BIPOC audiences.
7. Real Stories, Real Impact: At the heart of "Never A Bother" were the genuine stories of California youth—shared through videos, social media challenges, and community events. These stories humanized the campaign, fostering solidarity and hope, and highlighting the importance of community support.
8. Comprehensive Launch and Outreach: The campaign was launched across multiple platforms, including a user-friendly website, social media channels, and activation toolkits. We invited youth statewide to co-create through challenges and activities, making them active participants in the movement.

Results

Having only launched four months ago, the "Never A Bother" campaign’s co-creation approach is already being recognized as a groundbreaking model for youth engagement, positioning it as a blueprint for future mental health initiatives. By centering youth voices and harnessing their collective power, we have not only raised awareness but also built a lasting foundation for mental health support and suicide prevention across California.

Since its launch in April 2024, "Never A Bother" has sparked a statewide conversation and movement, achieving significant milestones:

• 290,768,143 impressions across paid and organic media, driving unprecedented visibility and engagement.
• 2.2 million views of videos, with youth sharing their stories and encouraging peers to seek support.
• 25 earned media placements from just our April launch, highlighting the campaign’s innovative youth co-creation model and its impact on mental health advocacy in diverse communities.

"Never A Bother" is more than a campaign; it’s a testament to the strength and resilience of California's youth—a movement proving that when young people speak, we must listen. And when they reach out, we must be there, reminding them they are never a bother.

Media