US Virgin Islands Department of Health launches Gen Z suicide prevention campaign

The United States Virgin Islands Department of Health announced the launch of a territory-wide suicide prevention campaign targeting young people ages 14–26, as well as the parents and caregivers who support them.

The three-month multimedia campaign, titled “I Geh You,” launched in May in recognition of Mental Health Awareness Month and will reach residents across St. Thomas, St. Croix, and St. John through mainstream media, digital platforms, outdoor advertising, and radio. The campaign features culturally relevant messaging developed specifically for the US Virgin Islands Gen Z community.

“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.”

Central to the campaign is a new online portal, which offers conversation starters and communication tools for parents, warning signs to help identify when a young person may be struggling, information on local mental health resources across all three islands, and guidance on normalizing help-seeking behavior within the US Virgin Islands community.

A key component of the campaign is raising awareness about 988, the National Suicide and Crisis Lifeline. US Virgin Islanders can call, text, or chat 988 to connect with trained crisis counselors 24 hours a day, seven days a week. The service is available not only for those in crisis, but for anyone experiencing stress, anxiety, depression, or emotional distress.

“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.”

Steele added that residents do not need to be at a breaking point to reach out.

“If you are struggling, worried about someone you love, or simply need someone to talk to, 988 is there for you,” Steele said.

The Department of Health encouraged parents, educators, healthcare providers, community leaders, and young people to engage with the campaign and visit their website for resources.

If you or someone you know is struggling, call, text, chat, or videophone 988 to reach the National Suicide and Crisis Lifeline, available 24 hours a day, seven days a week.