![\"The](\"https:\/\/www.newsbeep.com\/ca\/wp-content\/uploads\/2026\/05\/01_YourBrainIsAJerk.jpg\" "\\"The")
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The SC Department of Behavioral Health and Developmental Disabilities Office of Mental Health launches a new mental health campaign.<\/p>\n
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SCBHDD<\/p>\n
A concerning trend of rising mental health challenges affecting South Carolina\u2019s youth has prompted the SC Department of Behavioral Health and Developmental Disabilities Office of Mental Health<\/a> to launch a new initiative.<\/p>\n In partnership with iHeartMedia<\/a>, an audio media company, and Chernoff Newman<\/a>, an integrated marketing agency, the SCBHDD released \u201cYour Brain is A Jerk<\/a>,\u201d a new awareness and prevention campaign designed to \u201chelp individuals recognize and disrupt harmful thought patterns,\u201d according to a press release from the SC agency.<\/p>\n This comes as we step into May, which is Mental Health Awareness Month, an annual observance since 1949 that highlights the importance of mental well-being, educates the public, reduces stigma, and promotes support for those affected by mental health conditions, the National Council for Mental Wellbeing<\/a> said on its website.<\/p>\n The campaign aims to combat a mental health crisis that has plagued much of the country. Suicide rates in SC have increased by 41.6% over the past 20 years, according to USA Facts<\/a>, a nonprofit data platform. In 2024, 904 people died by suicide, meaning 16 people ended their lives per 100,000.<\/p>\n Additionally, individuals ages 15 to 24 accounted for the largest share of reported self-harm calls last year, highlighting the need for messaging that resonates with younger audiences facing intense social and digital pressures, the SCBHDD said.<\/p>\n Here\u2019s how the campaign plans to address the issue:<\/p>\n Goals and messaging of \u201cYour Brain is A Jerk\u201d<\/p>\n The new campaign takes an unconventional approach to connect with Gen Z audiences.<\/p>\n Using a tone described as \u201cabrupt empathy,\u201d the campaign acknowledges the critical inner voice many people experience and offers a compassionate and empowering counter-message: Those thoughts aren\u2019t the truth, and support is within reach, the SCBHDD said.<\/p>\n \u201cYoung people today are navigating constant comparison, criticism and pressure, especially online, which amplifies self-doubt and negative thinking,\u201d said Jessica Kobernik, director of suicide prevention programs at the BHDD Office of Mental Health. \u201cThis campaign directly calls out that harsh inner voice, with the goal to help people separate themselves from those thoughts and take the first step toward getting support.\u201d<\/p>\n By clicking on the campaign\u2019s website,<\/a> you will see an option to contact the Suicide & Crisis Lifeline<\/a> through call, chat and text. It\u2019s available 24\/7, and all conversations are free and confidential.<\/p>\n There is also a link to CredibleMind<\/a>, a digital mental health platform that provides self-care resources, such as articles, podcasts, apps and videos for over hundreds of topics like anxiety, depression, stress and sleep.<\/p>\n![\"Your](\"https:\/\/www.newsbeep.com\/ca\/wp-content\/uploads\/2026\/05\/02_YourBrainIsAJerk.jpg\" "\\"02_YourBrainIsAJerk.jpg\\"")
Your Brain is A Jerk website Provided South Carolina Department of Behavioral Health and Developmental Disabilities <\/p>\n