Prize-winning poster from a university event to mark World Mental Health Day, October 2021. 

The mental health of children and adolescents is more important than ever as communities in India continue to tackle the impact of COVID-19. The disruption to routines, education, recreation, and concern for family income and health is leaving many young people feeling uncertain about the future and socially concerned about their families and well-being. 

In the state of Uttar Pradesh, UNICEF’s Communication for Development team organized a month-long campaign to promote mental health awareness. Activities included the Youth Ambassador Summit, self-help mental health dialogue series, and writing and drawing workshops at universities. The campaign culminated on World Mental Health Day. This was an extension of an earlier initiative, 'Muskurayega India'  (‘Keep Smiling India’), a mental tele-counseling service that was launched in April 2020. A total of 3,200 calls were received till June 2021. The initiative is organized in collaboration with 36 universities and in partnership with the National Service Scheme (NSS) and the Public Health Foundation of India.  

According to the calls data, 54% of callers had concerns related to academics and career. Women callers were nearly half, and the share of rural young people was 48%. A college student who goes by ‘Meera’ found in the tele-counseling an opportunity to receive support and overcome personal challenges. She says, ‘’I thought my classmates were avoiding me. The counselor asked why I felt this way. He made me realize that being an introvert is my strength. He encouraged me to study well and followed up regularly. This helped me pass my exams with excellent grades”. Other cases required more support and professional counseling.  

Dr. Rashmi Soni, NSS coordinator from Lucknow University, recounts the story of a female caller who was undergoing psychiatric treatment for over a year and a half. Counseling revealed that she had career-related anxiety, which was triggering mood swings. Comprehensive counseling sessions have helped her regain confidence. According to the ’State of the World’s Children’ report launched in early October 2021, 1 in 7 adolescents in India reported often feeling depressed or having little interest in undertaking activities. Forty-one percent aged between 15 -24 years said that support is needed to address mental health problems. 

In Giridih tribal district in Jharkhand of eastern India, no one showed up for the COVID-19 vaccine this June. The area witnessed a mass refusal of the vaccine due to misconceptions surrounding its adverse effects that may impact their livelihood.  

UNICEF’s partner NGO Society for Community Health-Oriented Operational Links wondered about the reasons behind such resistance and ways to address them. Community volunteer-led household visits revealed that village residents only speak the tribal language of Santhali.  

With the help of local tribal youth volunteers, communication material in Santhali was developed as a priority and meetings with community representatives were organized.  A few months later, another vaccination camp was organized. The difference? People lined up to avail the vaccine this time.  

“The use of Santhali and involvement of local leaders such as teachers and elected representatives has made a world of difference and improved vaccine acceptance,” noted Biraji Hansda, Anganwadi Worker, at the local community development center.  

Ambiya Devi, a local resident who changed her mind and took the vaccine, said “Learning about COVID-19 in our language helped us understand how dangerous the disease is. We discussed it among ourselves and decided to go for the vaccine.”  

In July 2021, UNICEF launched a communication campaign targeting 5 million people across remote tribal communities with key messages on COVID-19 vaccination. The purpose of the campaign is to ensure ethnic indigenous groups are not left behind, have access to the lifesaving vaccine, and an equal shot at a healthy, fulfilling life.