#fühlICH. UNICEF and Ströer campaign on mental health in young people invites participation

How are young people in Germany doing right now? That is the central question of a current campaign by UNICEF and Ströer. Many young people struggle with stressful feelings related to self-esteem, pressure, fears, challenges in the family environment, and loneliness. Although the topic of mental health is becoming increasingly important, many young people do not know how to deal with stressful situations or where to find help when needed. That is why UNICEF Germany and Ströer are launching a participatory campaign on information screens throughout Germany. It is aimed at young people between the ages of 13 and 17 and was developed in collaboration with young people from the UNICEF Junior Advisory Council.

"Mental health is a key prerequisite for the well-being and development of children and young people, but in Germany, a significant proportion of them rate their own mental health and life satisfaction as poor. Our campaign aims to encourage young people to take a closer look and talk about it when self-doubt becomes loud and pressure or anxiety dominate their everyday lives – with motifs and messages from young people for young people," says Christian Schneider, Executive Director of UNICEF Germany.

“Many young people feel alone with their worries – this is exactly where our joint commitment with UNICEF comes in: With #fühlICH, we bring their feelings into the public sphere and make it clear: You are seen, you are taken seriously, and help is available. Our digital media offer a wide-reaching platform for this – but it is the voices of the young people themselves that give this campaign its real power,” says Alexander Stotz, CEO of Ströer Media Deutschland GmbH.

 

Digital mood barometer

The central element of the campaign is a digital mood barometer. Using a QR code on Ströer media at streets, train stations, in subways, and shopping centers, young people can anonymously share how they are really feeling. On the campaign website, they use a swipe principle to agree or disagree with statements about stressful and positive feelings. The ongoing feedback creates a picture of the mood that is continuously updated and displayed on Ströer info screens and online on the campaign website. This reveals which topics are currently of particular concern to young people – and that they are not alone in these feelings. Participation is low-threshold and anonymous.

The creative concept behind the campaign was developed by Ströer Media Creation in close collaboration with UNICEF Germany. Ströer is broadcasting the campaign nationwide on its digital media free of charge.