An island-wide drive was launched today by a charity dedicated to improving the wellbeing of families as it encouraged the community — and especially young people — to overcome mental health stigmas and seek help.

Family Centre’s “Real Talk: It’s OK Not To Be OK” campaign was unveiled ahead of Youth Mental Health Week, which runs from May 10 to 16.

Sandy De Silva, the charity’s executive director, said that the campaign forms part of a broader, collective effort to promote mental health awareness and reduce stigma across Bermuda.

Real Talk is a direct response to local adolescent mental health research conducted by Daniel Cavanagh in 2022, when about 76 per cent of Bermuda’s youth population was surveyed.

It showed that many adolescents see seeking mental health support as a sign of weakness or failure, and that youths aged 10 to 18 in Bermuda report symptoms of anxiety and depression at rates 5 to 6 per cent higher than global averages.

Dr De Silva was joined at a press conference today at the charity’s King Street location by Kim Wilson, the Minister of Health, Dejonae Davis, of the Youth Advisory Board, Jody Feldman, the managing director of campaign partner Bermuda, at The Butterfield Group, and Kathryn Kelly, of campaign partner RBK Advertising and Design.

Dr De Silva said: “We are seeing increasing complexity in presenting concerns, including self-harm, suicide attempts and heightened social aggression.

“These challenges are often compounded by social pressures, stigma and unaddressed multigenerational trauma which can discourage help-seeking and result in young people suffering in silence.

“The campaign aims to reduce stigma surrounding mental health, increase awareness and address barriers to seeking support.

“It also seeks to correct common misconceptions and promote mental wellness as a vital component of overall health.”

The campaign features a 60-second animated video and radio advertisement created by local artists for Bermuda’s youth.

It is being delivered across multimedia platforms as well as in public spaces frequently accessed by young people and their caregivers.

Ms Wilson said the Mental Health Anti-Stigma Month launched by her ministry aims to “shine a brighter light on the experiences of our young people”.

“We know that in a community as small as ours … it is understandably hard for people to speak out about their mental health,” she said.

“Even though mental health challenges are common, the stigma is still very real.

“Real Talk: It’s OK Not To Be OK gives our young people permission to be honest about what they are feeling.

“It meets them where they are — on their phones, in their classrooms, in the community — and reminds them that their emotions are valid and support is available.”

She said that throughout May, the ministry’s Mental Health Anti-Stigma Group is working with partners in schools, workplaces and community organisations to create spaces for open conversations and learning.

“When we shift attitudes, we make it easier for people, especially our young people, to reach out early and confidently,” Ms Wilson said.

She thanked Family Centre for its leadership, adding: “Your impact is felt across Bermuda.”

Ms Davis said: “As young people, we often hear that we are the future but the reality is that many young people, like myself, are struggling right now.

“Too many students feel pressure to keep everything inside, simply be strong or just to pretend that they are OK when they are not. This is why campaigns like this matter so much.

“As members of the YAB, we are not only helping lead conversations about mental health, we are also helping to shape the research and recommendations behind this very work.”

The board is involved with reducing stigma, promoting help seeking, recommending policy change and providing support systems.

“One of the most important things that I have learnt through the YAB is that stigma grows in silence,” Ms Davis added.

“The more we talk honestly about mental health, the easier it becomes for someone to reach out.

“It’s about building a culture where young people feel safe asking for help before they reach that crisis point.”

Mr Feldman said that the research was “extremely impactful” to him personally as a parent and to the organisation as a whole.

He noted: “We remain committed to supporting the overall wellbeing of Bermuda.”

Ms Kelly said RBK collaborated with Bermudian animator Domico Watson and local voice talent Brandon Redman to create something “authentic and relatable” for the campaign.

Asked how the success of local efforts would be measured, Dr De Silva said: “At Family Centre, we look at all of our data in terms of our numbers for requests for help increasing year on year but also, even as importantly, how many of those requests match what we do as opposed to requiring referral elsewhere.

“Over the last year, 75 per cent of the calls that we get for help match our services. It tells us that people are getting our message, they are calling the right place for the right reason.

“The adolescent mental health research study will be repeated in 2027 so that will be another place to be able to measure comparable data.”

Dr De Silva said that Family Centre counselling services are free of charge for families of children aged between 4 and 18.

To view the campaign and access resources for parents and youth, visit https://tfc.bm/realtalk.