UNICEF-led Global Youth Mental Health Coalition raises ambition with new Gen Z campaign and expanded

ROME, 8 October 2026 – Ahead of World Mental Health Day, the UNICEF-led Global Youth Mental Health Coalition today launched Turn Down the Noise, its first global campaign, and announced Movember as its newest member.

“Young people told us plainly what gets in the way of connection, and then they helped us build the response,” said UNICEF Deputy Executive Director, Kitty van der Heijden. 

“The Coalition’s goal is to reach 150 million children and young people in 150 countries by 2030, with programmes and resources that will help improve their mental health and wellbeing. Campaigns like this one, built with young people and backed by bold partners willing to act are how we get there.”

The campaign explores a paradox facing young people today: unprecedented digital connectivity alongside widespread experiences of loneliness and disconnection. Young people, including those referred to as Gen Z, are the most digitally connected generation in history, yet young people report the highest rates of loneliness of any age group.

The campaign focuses on social connection as a protective factor for youth mental health, and zooms in on the barriers to connection that young people face. In particular, the friction in the moment just before reaching out: fear of judgement, the awkwardness of making the first move, or the belief that everyone else has it worked out. The campaign names this internalized social messaging as ‘inner noise’.

Featuring a short film that was written, directed, starring young people, as well as an interactive digital hub, TurnDownTheNoise.global – including daily connection challenges, conversation prompts, short reset exercises adapted from UNICEF resources – the campaign is part of the Coalition’s wider work to challenge stigma, drive investment in youth mental health, and mobilize private-sector action at scale.

The global theme of World Mental Health Day 2026 is Lived Experiences Heard: Real Voices, Real Change. The campaign began with exactly that: the lived experience of the Coalition's youth advisers was the core input. These advisers emphasised that, after years of mental-health awareness campaigns, information alone is not enough: young people also need practical ways to overcome the friction of making the first move.

Movember joins the Coalition with focus on Boys’ and Young Men’s Mental Health

The campaign launch coincides with the announcement of Movember as the Coalition’s newest member, bringing the total membership to eight. Movember joins lululemon, Pinterest, Rituals, Sony Group Corporation, Spotify, Zurich Insurance Company, and the Z Zurich Foundation.

Movember brings to the Coalition its expertise and global reach in boys’ and young men’s mental health, including through its support for the Coalition’s forthcoming global study on the mental health of boys and young men.

“Connection is one of the most powerful protective factors we have for our mental health. Yet for many boys and young men, making the first move can be the most difficult,” said Bonnie Rowe, Global Director, Mental Health, Movember. “Fear of judgement, of looking vulnerable, or of not knowing what to say can get in the way of developing thriving relationships. While many of the factors that drive disconnection are structural and outside young people’s control, there are ways to build agency and find connection, even in challenging environments.”

“Movember is proud to join the Global Youth Mental Health Coalition to share what we know about boys and young men, learn alongside young people and our partners and help build the connections that protect mental health for life.”

The Global Youth Mental Health Coalition brings businesses together to address the growing global burden of mental health among children and young people. Since its inception in 2022, members have collectively invested over US$40 million.

Mental health remains one of the most underfunded areas of global health, receiving on average just 2 per cent of government health budgets worldwide (WHO, Mental Health Atlas, 2025). As the campaign launches, the Coalition is calling on more private sector organizations to join, and to help close the gaps in mental health promotion, prevention and care for young people everywhere.

“As a leading funder of movement and mental health, lululemon is proud to stand with UNICEF and our partners in the Global Youth Mental Health Coalition to address the urgent youth mental health crisis,” said Anne Wintroub, Global Head of Social Impact & Engagement at lululemon. “Created for and by young people, Turn Down the Noise raises awareness and connects youth with practical tools and support, including movement and mindfulness, to strengthen their mental health and wellbeing.”

“Building a positive, supportive environment where young people can find inspiration and belonging is central to everything we do at Pinterest. We are proud to partner with UNICEF and the Global Youth Mental Health Coalition on Turn Down the Noise to prioritize Gen Z’s mental health. As part of this global effort, we are opening the doors of our Toronto office to bring young people together, quiet the internal noise, and foster meaningful, real-life connection,” said Wanji Walcott, Wanji Walcott, Chief Legal and Business Affairs Officer, Pinterest.

“For years, we have worked to raise awareness around mental wellbeing, but awareness alone is not enough. Young people also need practical ways to connect and support one another. Turn Down the Noise helps turn intention into action, encouraging small steps that can make people feel seen, heard and connected. We are proud to support UNICEF in bringing this important work to more young people around the world,” said Raymond Cloosterman, Founder and CEO of Rituals.

“Together with UNICEF and the Global Youth Mental Health Coalition, we are honored to support this important campaign, helping to raise awareness of youth mental wellbeing and strengthen the social connections that are vital for young people to thrive,” said Mitsu Shippee, Senior General Manager of the Sustainability Department at Sony Group Corporation. 

“At Spotify, we believe connection can be a powerful force for mental health and wellbeing. Supporting young people means listening to their experiences and creating practical ways for them to connect with each other and the support they need. We’re proud to work alongside UNICEF and the Global Youth Mental Health Coalition to turn that shared commitment into meaningful action,” said Lauren Wurgaft, Global Head of Social Impact, Spotify.

“No single organization can address the youth mental wellbeing challenge alone. Through our partnership with UNICEF and the Global Youth Mental Health Coalition, Turn Down the Noise demonstrates the power of collective action, combining the reach of global partners with the lived experiences of young people to foster the social connections that are so essential for mental wellbeing,” said Gregory Renand, Head of the Z Zurich Foundation.

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Notes to editors

Key campaign proof points: 

• Gen Z loneliness figure: 17-21% of 13 to 29-year-olds report feeling lonely, with the highest rates among teenagers (WHO Commission on Social Connection, June 2025)
• Gen Z online figure: 82% of 15 to 24-year-olds use the internet, compared with 72% of the rest of the population, making young people the most connected age group in every region of the world (ITU, 2025)
• Gen Z mental health stigma figure: 60% of 14 to 25-year-olds feel overwhelmed by current events; 50% know where to find resources to support their mental health; 40% feel stigma around speaking about mental health at school or work (UNICEF’s Global Youth Mental Health Coalition, 2025)

Campaign film, cut-downs, stills and assets are available to media here.

The campaign hub is live at TurnDownTheNoise.global from 00:01 CET on 8 October 2026, in English, Spanish, French, Dutch, and German.

About the Global Youth Mental Health Coalition

The Global Youth Mental Health Coalition is the largest private sector alliance dedicated to youth mental health globally. Led by UNICEF, and established with the support of the Z Zurich Foundation, it unites eight members to drive investment and action, aiming to support 150 million young people across 150 countries by 2030. Members have collectively invested over US$40 million in child and youth mental health to date. The Coalition launches a new visual identity and website alongside this campaign. To learn more, visit: www.youthmentalhealth.global

About Movember

Since 2003, Movember’s community has raised almost AUD $2 billion, funding over 1,320 projects in mental health and suicide prevention, prostate cancer, and testicular cancer.

Committed to redefining the future of men’s health, Movember works alongside community members and expert partners to drive innovative research and scale evidence-based programs that address the most complex challenges facing boys, men and society today.

To learn more, please visit Movember.com.

About UNICEF

UNICEF, the United Nations agency for children, works to protect the rights of every child, everywhere, especially the most disadvantaged children and in the toughest places to reach. Across more than 190 countries and territories, we do whatever it takes to help children survive, thrive, and fulfil their potential.
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UNICEF does not endorse any company, brand, product or service.