Health is health – and it’s time we treat it that way. This principle lies at the heart of World Mental Health Day (October 10), and Paramount is fully embracing it to raise global awareness of mental health issues and mobilize support efforts. Today, Paramount announces the international expansion of its ‘Mental Health is Health’ campaign, dedicated to providing essential resources to support mental well-being worldwide.
As part of its longstanding commitment to mental health, Paramount is introducing a series of initiatives designed to help individuals care for their mental well-being, which began rolling out in May 2024. Leveraging Mental Health Action Day as a catalyst, the initiatives aim to provide valuable resources that raise awareness about often overlooked mental health issues, offer tools to support oneself and loved ones, and celebrate those who are actively making a difference in the field of mental health.
These initiatives Include:
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From Me To You, a short form video series featuring local music artists, celebrities and influencers sharing their personal experiences and mental health journeys to raise awareness, challenge stigma and inspire action for international MTV audiences. The series was produced in , South Africa, France, Brazil and UK to amplify the Mental Health is Health initiative using local voices, and to direct audiences to the
www.mentalhealthishealth.tv website for support and services wherever they are. The series will start rolling out on 10th October across local MTV Social Media Channels. Local artists featured in the series include: A number of South African artists, including radio deejay and MTV Culture Squad member “Fresh by Caddy”, MTV Culture Squad member, speaker and content creator Lerai Rakoditsoe, Award Winning Musician Dee Koala, Award Winning Hip Hop artist Gigi Lamayne, recording artist Thando Nje and award-winning dance choreographer and TV personality Hope Ramafalo. Poppy Ajudha, Thom Rylance from The Lottery Winners and Henry Moodie from the UK; Dana and Jessy from Germany, both from Germany Shore; Music Producer Yo Soy Matt from Mexico; influencer Leandrinha Du Art from Brazil;
- World Mental Health Day Public Service Announcement: A cross-brand Public Service Announcement rolled out across Paramount’s global channels and platforms, centering World Mental Health Day as a moment to encourage audiences to take action on their mental health, addressing audiences to www.mentalhealthishealth.tv to find support and services. The PSA is available across international markets on Pluto TV, Comedy Central, MTV, BET International, Network10 in Australia and My5 in the UK, and in the US across MTV Entertainment brands, including MTV Instagram, X and Facebook social accounts, as well as Comedy Central and CMT social handles.
Monde Twala, SVP and GM of Paramount Africa says, “We are excited to participate in this international campaign aimed at educating and transforming attitudes toward mental health. Over the next 12 months, MTV will launch a comprehensive mental health initiative culminating in a powerful 90-minute documentary created by youth, for youth. Our goal is to cultivate a culture of openness and support around mental health, online security and with a special focus on cyberbullying, empowering the next generation to engage in meaningful conversations.”
According to Cyberbullying Research Centre (2021) and UNICEF Report: Disrupting Harm (2021), one third of South African children are at risk of online violence, exploitation and abuse. Cyberbullying is a global issue with 51% of South African teens reporting that they have experienced cyberbullying. In addition, suicide is the second leading cause of death among 15-29 year olds globally.
Join the conversation using #MentalHealthIsHealth and follow @MTVza, @mtvbasesouth and @mtvbasewest on social media for more updates and information.
