UNICEF and TikTok launch mental health campaign

26 October 2022
Из личного архива Лины
Из личного архива Лины

UNICEF, together with TikTok, launched the "Mental Well-being Comes First" campaign to coincide with World Mental Health Day. As part of the campaign, UNICEF psychologists and experts – in partnership with creators such popular travel author Asset Murzabayev (@travelove100) and musical artists Ninety One (@ninetyone_official), Colorit (@coloriit), and Mona Songz (@mona_songz) – will conduct a series of live broadcasts on the importance of mental health and self-care. These broadcasts will include techniques for regulating emotions and practical tips for reducing stress. By using the hashtag #mentalhealth, users can also watch useful and inspiring videos from popular TikTok creators about maintaining a positive attitude and mindset both on and off the internet.

TikTok strives to create a safe space for users to freely create and express themselves without fear of being misunderstood. As such, TikTok prioritizes their global users’ mental well-being. This topic’s platform popularity confirms the demand for such content. For example, videos using the hashtag #mentalhealth already have 179 million views, and content using the hashtag #selfcare have over 60 million views.

According to YouGov’s 2022 global study, about 75 per cent of people can comfortably talk about their mental health. However, 47 per cent of respondents stated that they would be more comfortable talking about their mental well-being if their close family members also openly talked about this topic. Thirty-

one per cent of those surveyed further indicated that they would feel more comfortable if they were encouraged to talk about their mental well-being from an early age. Almost half of respondents (42–48 per cent) worry that open statements about their mental health will bring condemnation from friends or family members or negatively affect their career prospects.

Aware of the above statistics, TikTok launched the "Mental Well-being Comes First" campaign to provide a deeper understanding of mental health and its importance. Together with UNICEF, TikTok aims to encourage users to share their personal experiences without fear of stigmatization and raise awareness about the help available to users and their loved ones.

Beginning on October 10, TikTok and UNICEF will hold a series of live broadcasts during which psychology experts, together with popular Kazakhstani musicians, will talk about how they maintain and control their mental health and how to help struggling loved ones. Popular creators, such as musicians Janiya (@janiya.mami) and bludkidd (@supernovamuslab) and beauty authors Nursultan Kiyabai (@skin_delicious_kz) and Nazira Osmankanova (@dr.osmankanova), will also particate by posting recommendations for maintaining a healthy mental state.

Broadcast schedule (ALMT):

· October 10 at 12 p.m. — "Importance of Mental Well-being" — Svetlana Bogatyreva Psy.M.Family Psychologist, Executive Director of the Just Support Foundation, and travel author Asset Murzabayev will discuss the importance of emotional well-being and give viewers practical advice on staying self-aware and maintaining emotional health.

· October 10 at 8 p.m. — "Everyone has the Right to Mental Health Protection" — Khalida Azhigulova PhD, an anti-bullying and cyberbullying specialist, together with musician Mona Songz, will discuss how the law protects our mental health and related legal issues.

· October 11 at 7 p.m. — "Strategies for Emotional Regulation" — Family Psychologist Yerzhan Myrzabayev and musical group Ninety One will discuss strategies for regulating emotions, managing anger, remaining self-aware, reducing stress, and maintaining a positive mindset.

· October 12 at 8 p.m. — "How to Cope with Stress and Anxiety" — Psychologist Irina Yusupova, Head of the Children’s Psychological Club at the Palace of Youth, and musician Colorit will discuss tips for reducing stress and relieving anxiety.

TikTok is constantly improving the platform's tools and providing users with useful resources to support community well-being.

Digital well-being tools help users better understand and control how much time they spend on TikTok and ensure that time spent online positively contributes to their sense of well-being. For example, the daily screen time limit function allows users to cap their application use to between 40 and 120 minutes per day. Users can also control the time they spend on TikTok in a single session by scheduling automatic breaks between sessions.

At TikTok’s Safety Center, users can learn more about the platform's efforts to ensure their digital well-being and get acquainted with the Mental Health Maintenance Guide. This guide contains helpful tips and information on how to support struggling loved ones and safely talk about mental health without violating other community members’ privacy.

Programs to strengthen the mental health and psychological well-being of children play a key role in UNICEF’s program portfolio. Combating social stigmas – the main obstacle to effectively addressing mental health problems – is a global priority for UNICEF. In cooperation with Kazakhstani government agencies and schools, UNICEF works to improve the competencies of Kazakhstan’s school psychologists, medical workers and psychological health specialists. Early screening for mental health problems and timely adolescent intervention helps reduce the symptoms of anxiety and stress and breakdown imaginary obstacles to seeking help. During the COVID-19 pandemic, UNICEF supported Kazakhstanis with online emergency psychological help. Every Kazakhstani adolescent will soon have the opportunity to obtain help from an online psychologist with the launch of a special platform next year.

Media contacts

Elvira Yausheva
Communication Specialist
Tel: +7 778 021 19 12


UNICEF works to ensure the rights and well-being of every child. Together with its partners, UNICEF works in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere. For more information on UNICEF's work, visit www.unicef.org. Subscribe to our InstagramFacebook and Twitter accounts.