‘Mental Health Is A Puzzle, But We Have The Missing Piece’ Youth-Centric Social Media Campaign

2022 NACo Achievement Award Winner

Chesterfield County, Va., VA

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About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2022

Chesterfield County Communications and Media, in partnership with the county’s Mental Health Support Services, worked with the Youth Services Board (YCB), a group of high schoolers appointed by the county’s Board of Supervisors, to craft a highly successful mental health social media campaign – “Mental Health Is A Puzzle, But We Have The Missing Piece” – targeting teens and parents. The purpose of the YCB is to advise the Board on issues relating to youth and provide opportunities for community input on youth issues in Chesterfield. After more than a year into the COVID-19 pandemic, the YCB members noticed many of their classmates were struggling with their mental health and wanted to find a way to gain more awareness around the topic. The goal of the campaign was to engage with more Chesterfield residents and talk about the importance of addressing their mental health. The campaign achieved much success and was the first of its kind in the region. It had a profound impact on Chesterfield because it put into perspective the pulse of mental health for local children and parents and allowed YCB members to become mental health advocates for their fellow peers and give the county and region a platform to talk about it.

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