South Carolina Office of Mental Health launches “Your Brain Is A Jerk” campaign ahead of Mental Health Month

In response to rising mental health challenges among young people, the SC Department of Behavioral Health and Developmental Disabilities Office of Mental Health, in partnership with iHeartMedia and Chernoff Newman, has launched “Your Brain Is A Jerk,” a new awareness and prevention campaign designed to help individuals recognize and disrupt harmful thought patterns.

The campaign launched just ahead of Mental Health Month in May and takes an unconventional, creative approach to connect with Gen Z audiences. Using a tone described as “abrupt empathy,” the campaign acknowledges the critical inner voice many people experience and offers a compassionate and empowering counter-message: those thoughts aren’t the truth, and support is within reach.

Recent data underscores the urgency of this effort. In South Carolina, individuals ages 15–24 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.

“Young people today are navigating constant comparison, criticism and pressure, especially online, which amplifies self-doubt and negative thinking,” said Jessica Kobernik, director of suicide prevention programs at the BHDD Office of Mental Health. “This 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.”

Rooted in the insight that many harmful thoughts feel internal and personal, Your Brain Is A Jerk works to externalize those narratives, encouraging individuals to challenge and interrupt them rather than accept them as truth.

The integrated campaign spans radio, digital platforms and soon, out-of-home placements across the state. Messaging also directs audiences to immediate support resources, including the 988 Suicide & Crisis Lifeline.

The campaign was developed to not only raise awareness, but also to provide practical, accessible pathways to support during Mental Health Month and beyond.

To learn more or view campaign materials, visit www.YourBrainIsAJerk.com.

About the South Carolina Department of Behavioral Health and Developmental Disabilities

The South Carolina Department of Behavioral Health and Developmental Disabilities (BHDD) aims to create a cohesive, statewide system focused on improving behavioral health, substance use and disability care, especially for the state’s most complex patients. We operate state hospitals and community mental health centers, and partner with county-run, privately-operated facilities and contracted providers to deliver a comprehensive array of services throughout South Carolina.