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CDPH Begins $100 Million Youth Behavioral Health Stigma Reduction and Public Awareness Campaign 

January 24, 2023

Earlier Today, First Partner Jennifer Siebel Newsom Announced the Effort at the National Governors Association's Roundtable on Youth Mental Health in Los Angeles County 

SACRAMENTO – Today, the California Department of Public Health (CDPH) is requesting proposals for youth behavioral health stigma reduction and public awareness campaigns to support the state's Children and Youth Behavioral Health Initiative, a key component of the state's Master Plan for Kid's Mental Health. With today's announcement, $33 million will be made available immediately through the Request for Proposal process with an additional $15 million in the coming months, and the rest of the funds in the next few years. 

"The Children and Youth Behavioral Health Initiative is transforming how we support California's youth and today we are requesting proposals from qualified agencies to help conduct these campaigns," said Dr. Rohan Radhakrishna, Deputy Director of the CDPH's Office of Health Equity. "With these campaigns, we plan to focus on promoting well-being and preventing behavioral health challenges, including substance abuse disorders, among California's youth." 

The goals of these campaigns are to educate the public and raise awareness to normalize and support the prevention and early intervention of mental, emotional and behavioral health issues and help tackle disparities and inequities by empowering diverse communities to build upon their own cultural best practices without stigma. 

To help achieve the objectives of the Children and Youth Behavioral Health Initiative, CDPH's Office of Health Equity is seeking proposals from qualified multimedia agencies to conduct statewide public education and change campaigns that are co-designed for and by youth to raise behavioral health literacy for children, youth, caregivers, and their communities in California. Interested agencies can learn more by going to the Cal eProcure website.  

To reach California's diverse populations, the campaigns will deploy impactful multicultural and multilingual messages and media campaigns. The campaigns will feature culturally and linguistically appropriate, and scientifically accurate information. By reducing stigma we can increase the number of California's children and youth seeking support for concerns related to mental, emotional, behavioral health and substance use disorder, and increase help seeking behavior and wellness support. 

The campaigns will be designed and implemented in partnership with California Health & Human Services Agency Departments, education community partners from early childhood, K–12 and higher education, other State agencies, subject matter experts, community partners on the ground and in the field, and children, youth, and their families. Focusing on prevention and early intervention can help reduce children and youth's risk of developing serious mental, emotional and behavioral challenges. 

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