With the rise of mental health issues associated with social media and the decreasing trust in social platforms from both consumers and brands alike, Bauer Media today announced the next phase of its Where’s Your Head At? initiative, focusing on supporting safer social media use.

The new campaign, revealed at the Goodstuff Media Showcase in London by Bauer Media Audio UK CEO Simon Myciunka, will launch next May during Mental Health Awareness Week with the aim to empower the nation’s use of social media. Teaming up with the leading mental health charity YoungMinds, Bauer Media’s portfolio of iconic audio and publishing brands will offer its audiences practical resources, information and expert guidance.

This will include a special simulcast across all its UK radio stations – a first for Bauer Media – and articles throughout its magazines. Bauer will also introduce a free-to-access, talent-fronted course for children and parents to take, helping to ensure that every young person has the knowledge they need before they enter the online world. The initiative will also be supported by mother of Brianna Ghey, Esther Ghey, who stressed that “the moment you give a kid a phone, they are exposed to the whole world – the good, the bad and the ugly. As a society, we don’t do enough to educate and empower ourselves, let alone young people, when it comes to being safe online.”

The Where’s Your Head At? campaign comes as referrals to mental health services have reached record highs, having increased by a staggering 71% in the last five years. Rates of anxiety and depression in young people have also risen 70% in the past 25 years, with a YoungMinds survey finding that 66% of young people reported negative mental health impacts from its use, often hindering sleep and learning.

Simon Myciunka, CEO, Bauer Media Audio UK said: “The impact social media is having on mental health is a crisis that’s heavily impacting on our society, and as a media owner that reaches over 27 million people across the UK every week, we believe that it’s our responsibility to do something about this. Our Where’s Your Head At? initiative successfully campaigned for mental health first aiders in every workplace and we want to do more. We’re delighted to partner with YoungMinds on this campaign and hope that together we can unite our audiences, empower the way people use and interact with social media and drive change.”

Simon Kilby, MD, Bauer Media Advertising, who teased the upcoming campaign at AdWanted’s Future of Media last month, added: “We need to be very careful as an industry that the next generation do not look back and say that we were asleep at the wheel with social media. Our industry has a responsibility to educate and help audiences to navigate this new environment – so we encourage brands, agencies and commercial partners to get in touch and support us in our journey.”

To keep in touch with Bauer Media and the upcoming Where’s Your Head At? campaign, register your email here.

ENDS

For more information, please contact:
Odelia Yu – Commercial Communications Manager
E: odelia.yu@bauermedia.co.uk

About Bauer Media UK:
Bauer Media UK reaches over 27 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.