ROME, 8 October 2026 – In advance of World Mental Health Day, the UNICEF-led Global Youth Mental Health Coalition has introduced its inaugural global campaign, titled "Turn Down the Noise." The initiative aims to enhance support for mental health among young people, targeting 150 million children and youth across 150 countries by 2030. Movember has joined the Coalition as its latest member.
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UNICEF Deputy Executive Director, Kitty van der Heijden, emphasized the importance of understanding the obstacles young people face in forming connections. According to her, the Coalition's efforts are directly shaped by the experiences and insights of young individuals. The campaign highlights the contradiction of heightened digital connectivity amidst pervasive feelings of loneliness among young people, particularly those identified as Gen Z.
"Turn Down the Noise" addresses the barriers young people encounter in initiating social connections, which the campaign refers to as 'inner noise.' These include fears of judgment and the discomfort often associated with reaching out to others. A short film featuring youth talent, alongside an interactive digital hub, aims to facilitate daily connection challenges and discussions, thereby promoting mental well-being through social interaction.
Coinciding with the campaign launch, Movember has joined the Coalition, which now includes eight organizations such as lululemon, Pinterest, and Sony Group Corporation. Movember's involvement brings expertise in boys' and young men's mental health, crucial for addressing disconnection challenges faced by this demographic. Bonnie Rowe, Global Director of Mental Health at Movember, noted the hesitance many young men feel when it comes to forming relationships due to societal pressures.
The Coalition highlights the urgent need for private sector involvement in addressing the underfunding of youth mental health initiatives, which currently receive about 2 percent of government health budgets worldwide. Collaborative actions from various organizations, such as Movember, lululemon, and Spotify, aim to provide practical tools and support for young people navigating mental health challenges.
The Global Youth Mental Health Coalition, founded in 2022, has collectively invested over US$40 million in mental health initiatives. As the campaign unfolds, the Coalition encourages additional partnerships to enhance mental health promotion and care for youth globally. The campaign and its resources are available in multiple languages at the newly launched website, TurnDownTheNoise.global.