The UNICEF-led Global Coalition for Youth Mental Health, the world's largest business coalition for mental health, will mark World Mental Health Day by launching its first global campaign, «Turn Down the Noise». At the same time, the Coalition is announcing its newest partner, Movember. The Swiss launch will take place at the Zurich HQ and will feature a panel discussion, film screening and networking lunch.
The campaign was developed together with young people. At its heart is a short film (85 seconds, along with three shorter versions) written, directed and performed by young people. The film gives voice to the thoughts young people may have which hold them back from taking the first step: not texting first, not showing vulnerability, not trying too hard. At first, this voice seems familiar and comforting. At the end, however, comes the twist: it was never really there, and whoever follows it ends up alone. The campaign calls this voice «inner noise».
«Turn Down the Noise» addresses a paradox: Gen Z is the most digitally connected generation in history yet reports the highest levels of loneliness of any age group. According to the World Health Organization, 17–21 percent of people between the ages of 13 and 29 say they feel lonely, with the highest rates among adolescents.
The Coalition's Gen Z advisors stress that, after years of awareness campaigns, information alone is no longer enough. Young people need practical ways to overcome their hesitation before taking that first step. This is where the campaign comes in: the digital hub TurnDownTheNoise.global will offer daily connection challenges, conversation cards and short exercises based on UNICEF resources as well as links to further support. The platform goes live on October 8 and is available in English, Spanish, French, Dutch and German. In Switzerland, this gap is particularly urgent: specialist services report that children and adolescents sometimes experience long waits for therapy spots. The campaign does not aim to replace professional help, but rather to offer a low-threshold first step.
Broad alliance of business and civil society
The Global Coalition for Youth Mental Health, founded in 2022 by UNICEF with support from the Z Zurich Foundation, describes itself as the world's largest private-sector alliance for youth mental health. With Movember joining, it now has eight members: lululemon, Movember, Pinterest, Rituals, Sony Group Corporation, Spotify, Zurich Insurance Company and the Z Zurich Foundation.
Since the Coalition's founding, members have jointly invested more than USD 40 million in youth mental health, and the goal is to reach 150 million young people in 150 countries through programs and resources by 2030. According to the WHO, mental health is one of the most severely underfunded areas of global health care worldwide, receiving on average just two percent of government health budgets.
Swiss launch with strong local roots
The Swiss campaign launch takes place on October 8 at the Zurich HQ. The Offline Club Zurich, a place where young people meet without their phones, is also involved, as well as young representatives from UNICEF Youth.
«The Z Zurich Foundation has been our most important strategic partner for youth mental health since 2021 and co-founded the Global Coalition for Youth Mental Health in 2022», says Bettina Junker, Executive Director of UNICEF Switzerland and Liechtenstein. «'Turn Down the Noise' takes this collaboration further: we are giving young people a voice and showing the importance of genuine connection for mental health.»
Gregory Renand, Head of the Z Zurich Foundation: «No single organization can tackle the issue of youth mental health alone. Through our partnership with UNICEF and the Global Coalition for Youth Mental Health, 'Turn Down the Noise' shows the power of collective action: the reach of global partners combined with the lived experience of young people helps foster the social connections that are so important for mental health.»
Swiss study on youth mental health
UNICEF Switzerland and Liechtenstein is working on a new study on the mental health of adolescents in Switzerland, with a survey of 14- to 18-year-olds currently underway. The study aims to provide insights into the factors linked to young people's mental wellbeing and broaden the national knowledge base.
