Bhutan Launches Nationwide “OnMyMind” Campaign for Adolescent Wellbeing

Thimphu, 4 June 2026 – Coinciding with the birth anniversary of Her Majesty The Gyaltsuen and honouring Her Majesty’s leadership in mental health and wellbeing as a national priority, the PEMA Secretariat, the Ministry of Education and Skills Development (MoESD), and UNICEF today launched the “OnMyMind” Campaign - a three‑month nationwide initiative to strengthen adolescent mental health and wellbeing across Bhutan.

The campaign unfolds in three phases. In the first month, the campaign will center on adolescents to normalise emotions, build coping skills, and promote peer support.

Parents and caregivers will be engaged in the second month, to nurture listening, empathy, and balanced expectations as the strongest foundation for adolescent wellbeing.

The third month focuses on service providers comprising teachers, counsellors, school wellbeing focals and health workers to detect early signs, strengthen referral pathways, and respond with care.

Globally, one in seven adolescents lives with a mental health condition, yet most go untreated. Suicide is among the leading causes of death for older adolescents, and countries spend less than two percent of their health budgets on mental health.

Bhutan mirrors this global urgency.

Anxiety and depression account for more than half of reported cases, suicide remains among the top six causes of death, and substance use is rising among adolescents as young as eleven.

Head of the PEMA Secretariat, Dasho Dechen Wangmo said “Every child deserves to be heard, understood, and supported. Through the 'On My Mind' campaign, PEMA is proud to join hands with UNICEF and MoESD to foster open conversations about mental health and wellbeing. By creating safe spaces where young people can speak, connect, and seek support, we are nurturing a generation that is resilient, compassionate, and empowered to thrive."

The OnMyMind campaign responds directly to Bhutan’s National Mental Health Strategy and recent situational reports, which call for stronger promotion, prevention and family engagement. By focusing sequentially on adolescents, parents and caregivers, and service providers, the campaign builds on existing efforts with a continuum of awareness, prevention, and support.

Director of the Department of Education Programmes, MoESD, Sangye Choden said, “Prioritising mental health in our schools is not optional - it is a foundational pillar of student success. When we support a child's emotional well-being, we directly unlock their academic potential, foster healthier social connections, and set them up for lifelong resilience.”

UNICEF Bhutan Representative Rushnan Murtaza commended the leadership of Her Majesty and the Royal Government. “The launch of OnMyMind campaign, alongside the rollout of the Helping Adolescents Thrive program in schools, marks a milestone in promoting awareness and fostering environments where adolescents feel supported to speak openly about their mental health. UNICEF reaffirms its commitment to amplify the voices of young people and advance these shared priorities.”

As Bhutan continues to champion the wellbeing of its children and adolescents, the campaign underscores the need for sustained investment expanding community-based care, strengthening school and family capacities, and ensuring services reach the most vulnerable and hard-to-reach populations.

OnMyMind is a collective promise that no adolescent in Bhutan will suffer in silence, and every young person will be supported to thrive.

###

Link to the campaign page - https://bit.ly/4x9dnBM

Photos: https://bit.ly/4g1gx4h