U.S. VIRGIN ISLANDS — The Virgin Islands Department of Health today announced the launch of a comprehensive Gen Z Suicide Prevention Campaign, a targeted, territory-wide effort to address the growing mental health crisis affecting young people ages 14–26 and to equip parents and caregivers with tools to better support them.
“We are seeing a growing mental health crisis among our young people in the Virgin Islands,” said Health Commissioner Justa Encarnacion. “Today’s teens and young adults are navigating pressures that previous generations did not experience at this scale — from constant social media exposure and cyberbullying to academic demands and uncertainty about their future.
“We can also add to that the lasting impacts of recent hurricanes and the COVID-19 pandemic during critical developmental years.”
Launching in May in recognition of Mental Health Awareness Month, the three-month multimedia campaign, titled “I Geh You,” will reach residents across St. Thomas, St. Croix, and St. John through mainstream media, digital platforms, outdoor advertising, and radio.
The campaign will feature culturally relevant messaging developed specifically for the Virgin Islands Gen Z community, addressing the unique challenges young people face while working to destigmatize mental health conversations within Virgin Islands culture.
Central to the campaign is a new online portal at doh.vi.gov/GenZ, which will serve as a comprehensive resource hub offering:
- Conversation starters and communication tools for parents talking with teens about mental health
- Strategies for bridging generational gaps that can prevent trusted communication between youth and adults
- Warning signs and red flags to help identify when “I’m fine” may actually mean “I’m struggling”
- Information on local mental health resources available on St. Thomas, St. Croix, and St. John
- Guidance on destigmatizing mental health and normalizing help-seeking behavior within the Virgin Islands community
- Information about 988, the National Suicide & Crisis Lifeline, available 24 hours a day, seven days a week
“We want every young person in the Virgin Islands to know that struggling is not a sign of weakness, and that asking for help is an act of courage,” said Renan Steele, Deputy Commissioner for Behavioral Health and Environmental Health. “This campaign is about letting our youth know they are not alone and that support is available right here in our community.”
A critical component of the campaign is raising awareness about 988, the National Suicide & Crisis Lifeline. Virgin Islanders can call, text, or chat 988 to connect with trained crisis counselors 24 hours a day, seven days a week. Importantly, individuals do not need to be in crisis to reach out. The service is available for anyone experiencing stress, anxiety, depression, emotional distress, or simply needing someone to talk to.
“You do not have to be at your breaking point to reach out for help,” Steele added. “If you are struggling, worried about someone you love, or simply need someone to talk to, 988 is there for you.”
The Department of Health encourages all Virgin Islanders — including parents, educators, healthcare providers, community leaders, and young people themselves — to engage with the campaign, visit doh.vi.gov/GenZ for resources, and help spread awareness about mental health support services available throughout the territory.