Introduction
#OnMyMind is a global mental health campaign designed to encourage children, adolescents and young people to discuss and seek help for mental health issues.
#OnMyMind
Overview
Background
The #OnMyMind campaign was launched by UNICEF on World Mental health Day 2021 (10 October). The campaign was built from the findings of UNICEF’s ‘The State of the World’s Children 2021‘ report, which called for global “commitment, communication and action” in promoting positive mental health among children. Source Both the report and the #OnMyMind campaign were promoted in English, French, Spanish and Arabic.
Overall, the #OnMyMind campaign is intended to support UNICEF’s global mental health strategy which aims to achieve stronger mental health engagement and behavioural change within 25 countries by 2025. Source UNICEF’s global mental health strategy is currently integrated in the UNICEF Strategic Plan 2022 – 2025.
Using slogans such as “One question can change everything” and “What’s on your mind?”, the #OnMyMind campaign includes a range of multimedia messages encouraging children, adolescents, and young people to open up and discuss their mental health issues with family and friends. As well as the campaign’s primary webpage (www.unicef.org/on-my-mind) which contains a range of mental health support resources, the campaign also includes a series of YouTube videos featuring social media influencers and celebrities.
Since its launch, the #OnMyMind campaign has been largely adapted by different UNICEF country offices, many of which promote regional #OnMyMind campaign messages with localized content.
For children, adolescents and young people
For the launch of the #OnMyMind campaign, UNICEF published a video, titled “One question can change everything?”, which addresses mental health issues among adolescents and young people, and features spoken word artist Taz Alam (ClickforTaz). Titled “One question can change everything”, the video explores common issues which can cause emotional anxiety among adolescents and young people, and encourages them to be open and discuss these issues with family and friends. The video was produced in collaboration with Z Zurich Foundation.
Exactly one year after the #OnMyMind campaign launch, UNICEF published another video on 10 October 2022. Titled “What’s on your mind?” – the video encourages young people to open up and discuss mental health issues with family and friends. Utilizing friendly cartoon animations and a child voice actor, the video primarily intends to encourage younger children to speak openly about their mental health issues.
For parents and caretakers
Following the release of the “One question can change everything”, UNICEF released another video shortly after in November 2021, titled “How to talk to your kids about mental health”, featuring Instagram pediatrician & adolescent medicine specialist Dr Hina Talib (TeenHealthDoc) sharing advice for parents and caretakers on how to start conversations about mental health with their children.
Additionally, both the #OnMyMind campaign webpage, and UNICEF’s mental health and well-being webpages provide supporting information and resources for parents to understand and act on any mental health issues their children may be experiencing. The “How to talk to your kids about mental health” video features on both these pages.
Influencer and celebrity involvement
The #OnMyMind campaign featured promotions from a number of social media influencers and celebrities. Some examples can be seen below:
Shorty Impact Award
On 17 November 2022, the #OnMyMind campaign was awarded a Bronze Honor in Mental Health from the 7th Annual Shorty Impact Awards. In the campaign page summary, Shorty Awards praised the #OnMyMind campaign for its ability to “strongly resonate with young people, caregivers and mental health professionals” and for generating “uniquely positive, personal and constructive comments on social channels.” Source
Adaption by the UAE government
In collaboration with UNICEF, the United Arab Emirates (UAE) government adapted the #OnMyMind campaign into a larger national campaign, run by the Supreme Court on Motherhood & Childhood. The campaign includes a number of videos and resources for children and adolescents living in the UAE.
“Those stories will encourage other people to start talking about what’s on their mind in terms of mental health both positive and negative.”
Dr Will Park, UNICEF Bhutan Country Representative [Source: BBS]
Implementation and funding
The #OnMyMind campaign is implemented by UNICEF, with support from the Z Zurich Foundation through the UNICEF-ZZF partnership.
Results
As of November 2022, the #OnMyMind campaign has generated:
- 3.8 billion impressions on social media Source
- 44 million likes, comments and shares on social media Source
- 438 million video views of #OnMyMind videos Source
In 2021, #OnMyMind was cited in the US Government’s “Protecting Young Mental Health” report.
Collateral examples
Social media channels
In the news
- UNICEF launches #OnMyMind campaign to improve mental health support for young people (October 2021)
- T20 World Cup: ICC partners UNICEF to raise awareness on mental health ahead of bio-bubbles in T20 WC (October 2021)
- Orlando Bloom Opens Up About Mental Health Following Teenage Accident (November 2021)
Resources
- On My Mind – The State of the World’s Children 2021 – UNICEF (2021)
- On My Mind – How adolescents experience and perceive mental health around the world – A companion report to The State of the World’s Children 2021 – UNICEF (2021)
- Five essential pillars for promoting and protecting mental health and psychosocial well-being in schools and learning environments – A briefing note for national governments – UNICEF (2022)
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