Project Unloaded’s latest campaign, Working On It, educates Gen Z about how firearms add risk while they’re working on their mental health
CHICAGO – Project Unloaded marked the start of Mental Health Awareness Month by launching a new youth-led, social-first campaign called Working On It. Through a series of honest, humorous, and heartfelt videos created by Gen Z voices, Working On It reminds teens that while mental health journeys are rarely linear, one thing is clear: guns don’t belong on that journey.
The campaign will reach millions of teens via social media platforms including Instagram, Snapchat and YouTube and will be amplified through original content from Gen Z content creators on Instagram and TikTok.
“Gen Z is already leading the way in changing how people think about mental health with their honesty, vulnerability, and determination to talk openly about this issue,” said Nina Vinik, founder and president of Project Unloaded. “Working On It honors their leadership by giving young people a platform to share their stories, support each other, and learn about how guns make their mental health journeys less safe.”
The campaign is rooted in Project Unloaded’s recent research, Triggering, which found that Gen Z is both deeply concerned about their own and loved ones’ mental health, and also open to future gun ownership. The study found many youth live in homes with guns—and few understand how having a gun around increases risk, particularly when it comes to suicide. Suicide rates are four times higher for teens who live in homes with guns. Guns are the leading cause of death for children and teens in the U.S.
“Mental health is a regular topic for young people, but bringing up guns in those conversations can be hard,” said Carys Gill, a Project Unloaded Youth Council member from Washington D.C. who is featured in the campaign. “With Working On It, we hope to make it easier for young people to talk about gun risks in discussions around mental health. A lot of us are working on our mental health all the time. And while we’re working on it, we’re safer without guns around.”
Working On It will reach teens through influencer content and targeted social ads, with a pilot phase in Dallas, Pittsburgh, Philadelphia, and Central Oregon. The campaign expands on Project Unloaded’s commitment to reaching young people with accessible, apolitical, and youth-driven communications—meeting teens where they are, and equipping them to choose well-being first.
The campaign website directs young people to mental health resources, as well as facts about the risks of having guns around. All campaign content is available on YouTube.
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