SC taking new approach to reach Gen Z as mental health issues rise in state
A concerning trend of rising mental health challenges affecting South Carolina’s youth has prompted the SC Department of Behavioral Health and Developmental Disabilities Office of Mental Health to launch a new initiative.
In partnership with iHeartMedia, an audio media company, and Chernoff Newman, an integrated marketing agency, the SCBHDD released “Your Brain is A Jerk,” a new awareness and prevention campaign designed to “help individuals recognize and disrupt harmful thought patterns,” according to a press release from the SC agency.
This comes as we step into May, which is Mental Health Awareness Month, an annual observance since 1949 that highlights the importance of mental well-being, educates the public, reduces stigma, and promotes support for those affected by mental health conditions, the National Council for Mental Wellbeing said on its website.
The campaign aims to combat a mental health crisis that has plagued much of the country. Suicide rates in SC have increased by 41.6% over the past 20 years, according to USA Facts, a nonprofit data platform. In 2024, 904 people died by suicide, meaning 16 people ended their lives per 100,000.
Additionally, individuals ages 15 to 24 accounted for the largest share of reported self-harm calls last year, highlighting the need for messaging that resonates with younger audiences facing intense social and digital pressures, the SCBHDD said.
Here’s how the campaign plans to address the issue:
Goals and messaging of “Your Brain is A Jerk”
The new campaign takes an unconventional approach to connect with Gen Z audiences.
Using a tone described as “abrupt empathy,” the campaign acknowledges the critical inner voice many people experience and offers a compassionate and empowering counter-message: Those thoughts aren’t the truth, and support is within reach, the SCBHDD said.
“Young people today are navigating constant comparison, criticism and pressure, especially online, which amplifies self-doubt and negative thinking,” said Jessica Kobernik, director of suicide prevention programs at the BHDD Office of Mental Health. “This campaign directly calls out that harsh inner voice, with the goal to help people separate themselves from those thoughts and take the first step toward getting support.”
By clicking on the campaign’s website, you will see an option to contact the Suicide & Crisis Lifeline through call, chat and text. It’s available 24/7, and all conversations are free and confidential.
There is also a link to CredibleMind, a digital mental health platform that provides self-care resources, such as articles, podcasts, apps and videos for over hundreds of topics like anxiety, depression, stress and sleep.
If you ever struggle with your mental health or experience mental strain, here are tips from the National Institute of Mental Health to help take care of your mental wellbeing:
- Get regular exercise. Just 30 minutes of walking every day can boost your mood and improve your health. Small amounts of exercise add up, so don’t be discouraged if you can’t do 30 minutes at one time
- Eat healthy, regular meals and stay hydrated. A balanced diet and plenty of water can improve your energy and focus throughout the day
- Make sleep a priority. Stick to a schedule, and make sure you’re getting enough sleep
- Set goals and priorities. Decide what must get done now and what can wait. Learn to say “no” to new tasks if you start to feel like you’re taking on too much
- Stay connected. Reach out to friends or family members who can provide emotional support and practical help
- Focus on positivity. Identify and challenge your negative and unhelpful thoughts
- Practice gratitude. Remind yourself daily of things you are grateful for. Be specific. Write them down or replay them in your mind