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To mark Mental Health Awareness Week 2023, BBC Children in Need have launched a new campaign – Behind the Bandana – which sees the charity temporarily remove Pudsey’s iconic bandana to show that not all of the challenges that children and young people may be facing are visible and to encourage the right conversations between children and parents, carers and other trusted adults to ensure no child faces their emotional and mental health challenges alone.

Behind the Bandana was developed by BBC Creative – the BBC’s in house creative agency -  in recognition of the unprecedented rise in children with mental health problems. In the last three years, the likelihood of young people having a mental health issue has increased by 50% (2021)[], and 75% of children and young people who experience a mental health issue aren’t getting the help they need[].

Through the BBC Children in Need £10m impact programme A Million and Me, which was developed to support children with their emotional wellbeing before mental health problems are established, BBC Children in Need found that moments of true connection between children and the adults they trust nurtured stronger mental health and that everyday magic such as good conversations, shared activities and having fun can keep mental health on track.[]

As a result of this, Behind the Bandana was developed to highlight that not all of the challenges that children and young people may be facing are visible and to encourage parents, carers and trusted adults to give children, parents, teachers and guardians the tools they need to discuss feelings in a healthy way.

As part of the campaign, BBC Children in Need have released the findings of a new Censuswide survey which sheds light on how comfortable children feel when asking for help with their feelings and emotions, how often they feel they need to put on their own metaphorical bandana and hide how they are feeling, and how often they talk to someone about their mental health. Interestingly, whilst just over nine in 10 parents surveyed (93%) say they talk to their child about their mental health at least once a month over a quarter of young people surveyed (27%) say they have not talked to someone they trust about their mental health in the last six months.

The UK wide survey commissioned by BBC Children in Need of 2,502 parents[] and 2,502 children and young people[] aged 11-18, also reveals that:

• Just over a quarter of young people surveyed regularly[] (26%) feel the need to hide how they are feeling e.g. sad, worried or anxious[]
• A third of young people surveyed regularly feel anxious (33%) or worried about their future (29%)
• A third of young people surveyed do not feel comfortable asking for help with their feelings and emotions (32%)[]
• 1 in 6 parents surveyed (17%[])  are not confident in recognising signs of poor mental health in their child.
• Almost half of parents surveyed (49%[]) do not feel there is sufficient support available for children who are struggling with their mental health
• Almost a third of parents surveyed (32%[]) are not confident they could secure additional support for their child’s mental health
• Over half of parents surveyed (58%) would like access to additional support and resources to help conversation with their children about their feelings and emotions.

BBC Children in Need’s chief executive Simon Antrobus said, “This research is a clear indication that our Behind the Bandana campaign is urgently needed.  What’s also clear is that  we can all play a role in addressing early signs of worry and anxiety, by showing children and young people that we’re here to listen and to support them. By recognising and acknowledging that some feelings of worry and anxiety can be hidden means early conversations, sensitively delivered with kindness and empathy, can make a real difference to a child’s wellbeing and can help prevent mental health problems from becoming embedded.”

Rasmus Smith Bech, executive creative director at BBC Creative, stated, “I am incredibly proud of this campaign, and the powerful message it delivers in such a visually and thought-provoking way. We believe that seeing Pudsey in such a new light will spark discussion, which in turn will help us encourage conversations about kids’ mental health, which is vital because simple conversations really can help keep a child’s mental health on track.”

Behind the Bandana Ambassador, Dr Alex George, commented “I know how important early intervention is in helping make a difference to the emotional wellbeing of children and young people and so I am very proud to be the ambassador of such a powerful campaign that really shines a light on the mental health crisis we are facing. As highlighted by Pudsey bear himself, mental health issues can be less visible on the outside, but conversations and positive relationships really can help.”

With thanks to donations from the UK public, BBC Children in Need is currently supporting 461 projects focused on emotional wellbeing and mental health to the value of £30million. These projects provide support for children and young people across the spectrum of mental health from emerging signs of anxiety to more significant mental health challenges through a wide range of activities and services.

To find out more about Behind the Bandana, and to access resources to start a conversation, or to access signposting to local and national organisations supporting children’s mental wellbeing visit .