As a subcontractor to Civilian, YSM conducted a series of listening sessions with youth at disproportionate risk for suicide (Black, Hispanic, Native, LGBTQ+) across California, and later on with their parents and caregivers. Insights translated into a behavior change model revealed a shared belief as the core barrier to seeking help during a mental health crisis: youth didn’t want to burden others. This helped the creative team at our partner agency Civilian to create the Never a Bother youth suicide prevention campaign. To activate the campaign in schools, community-based organizations, and with tribal partners YSM supported the development of toolkits, activity guides, suicide prevention workshops, and development of a parent workshop facilitation guide. As a suicide prevention subject matter expert YSM reviewed all content created for the campaign for alignment with Safe and Effective Messaging for Suicide Prevention principles. (2022 to 2024)
One of the reasons we loved working on this campaign was the commitment to youth co-creation. YSM facilitated a youth advisory board and, in partnership with Youth Creating Change, hosted several co-creation challenges to engage youth in creating content for the campaign. The Never a Bother campaign was funded through the Children and Youth Behavioral Health Initiative and administered by the California Department of Public Health, Office of Suicide Prevention, both committed to placing youth at the center of mental health work in California.
The Never a Bother youth suicide prevention campaign has earned multiple accolades, including Gold and Silver Honors at the Shorty Impact Awards, Gold and Silver at the SMANA Social Marketing Awards, and recognition from the Hermes Creative Awards and PR Daily Awards . Congratulations Civilian, it’s been incredible working with your team on this account!