The New York State Office of Mental Health announced today the launch of ‘Be Well,’ a statewide public awareness campaign aimed at helping New Yorkers better understand the importance of mental wellness and the impacts of stress and trauma. The $1.9 million state-funded campaign includes a new website aimed at helping New Yorkers improve their mental well-being, and advertisements on public transportation, billboards, television, radio, other digital media.

“Managing stress and anxiety is every bit as important and transformative to mental health as eating right and exercising can be for our physical health,” OMH Commissioner Dr. Ann Sullivan said. “The Be Well campaign will help New Yorkers recognize the critical role that mental well-being plays in their lives, why it is important to reduce stress and address trauma, and the strategies they can employ to accomplish this goal.”

The goal of the Be Well campaign is to give New Yorkers simple and accessible ways to improve their mental wellness and manage stress. The campaign will also provide information about the negative impact that stress and traumatic events can have on both physical and mental health.

Mental wellness is an essential component of overall health and quality of life, according to the National Institute for Mental Health. Even small acts of selfcare –including lightly exercising for 30 minutes a day, getting enough sleep, and engaging in relaxing activities –can play an important role managing stress, reducing the risk of illness, and increasing energy.

Be Well ads are running in English and Spanish on mediums that include social media, digital platforms, New York City transit, billboards, geofencing, radio, and on television –both cable and streaming services. The campaign will include linkages to statewide resources, including NY Connects, the 988 Suicide and Crisis Lifeline, and the New York State Trauma-Informed Network and Resource Center, and other resources connected with wellness. 

Constant stress can lead to emotional distress, negatively impact decision making, and ultimately lead to physical health issues. Trauma can have a similar impact, causing excessive stress that manifests in physical symptoms such as headache, upset stomach, racing heartbeat, and shallow breathing, ultimately leading to physical illness over time. 

The Be Well campaign will help New Yorkers understand these impacts and learn how to take steps to heal. These materials will offer suggestions about how to build a self-care plan, provide techniques individuals can use to calm themselves, and highlight tips that support resilience.

“Mental wellbeing plays such a vital role in our overall physical health,” State Department of Health Commissioner Dr. James McDonald said. “Reduced stress and anxiety levels are proven to contribute to a reduced risk for certain chronic illnesses like cardiovascular disease and can help ease symptoms for those living with these illnesses. Under Governor Hochul’s leadership, the BeWell campaign will reach more New Yorkers who are struggling with the burden of trauma, stress and anxiety and will raise awareness about education and resources that are available to help individuals achieve optimum mental and physical health.”

“Many individuals affected by substance use are also impacted by co-occurring mental health disorders, and it is important that we continue to address this critical issue,” Office of Addiction Services and Supports Commissioner Dr. Chinazo Cunningham said. “This campaign offers vital information about how New Yorkers can improve their mental health and where to find help if they need it and will support Governor Hochul’s vision to improve the mental health system of care throughout New York State.”

The launch of Be Well follows a $5 million public awareness campaign to promote 988, which started in September. The ongoing ‘We Hear You’ campaign is aimed at raising awareness of 988, which is free, confidential, impartial, and can be accessed any time of the day or night by phone, text, or chat.

Supported in all 62 counties, 988 is confidential, impartial, and can be accessed 24 hours a day and seven days per week. This service provides individuals in need with a connection to trained crisis counselors who can help anyone thinking about suicide, struggling with substance use, experiencing a mental health crisis, or any other kind of emotional distress.