Yellow September: is mental health a taboo in LATAM?

The Yellow September campaign has gained significant traction in Latin America, where many countries are grappling with rising suicide rates, especially among vulnerable youth populations.

Issues like social inequality, poverty, violence, and emotional neglect severely affect mental health, often preventing individuals from seeking the help they need.

Instead of focusing on how much these numbers have risen, this piece will explore what’s being done to stop the increase and examine the deeper causes behind this troubling behavior.

We’ll also look at opportunities for real change that can strengthen the daily mental struggles many Latin Americans face and help break the long-standing taboos that persist in many local cultures and traditions.

Colombia

As a result of rising suicide rates, the Colombian government has rolled out several initiatives to expand mental health support across different segments of the population.

Caminando al Colegio

Did you know that over 1.5 million children walk to school every day in Bogotá, according to the Ministry of Mobility? With this in mind, and considering other aspects of the school environment, Bogotá’s Ministry of Education created the ‘Caminando al Colegio’ program, which includes:

• Workshops and talks aimed at educating children, youth, and their families on how to create a more welcoming school environment, reduce bullying, and address mental health challenges.
• Group walks to school to encourage interaction and help students break the ice.
• Promoting physical exercise, which is crucial for mental health.
• Support networks to offer assistance to students participating in the program.

Salud para la Paz

The Colombian Armed Conflict, one of the longest in Latin American history, continues to leave deep scars on the population. After 50 years of conflict (1964–2016), a peace agreement was signed between the Colombian government and the Revolutionary Armed Forces of Colombia (FARC), one of the key groups involved.

As part of this peace process, the ‘Salud para la Paz’ initiative was launched to provide mental health services to victims of the conflict. Many were displaced, subjected to violence, and left with deep emotional trauma.

With the support of the Pan American Health Organization (PAHO), care centers were established in affected regions to focus on improving the well-being of entire communities.

In addition to supporting victims, the initiative also offers help to former guerrilla fighters as they reintegrate into society and work through the traumas of war.

Argentina

According to the Humanitarian Observatory of the Argentine Red Cross, only three in ten Argentinians seek professional help, partly because of the long waiting times in the healthcare system. Additionally, mental health care is still heavily stigmatized, with many people not even recognizing that they need treatment.

Building on the Colombian government’s efforts, here are a few campaigns led by brands in Argentina that aim to raise awareness and show that everyone can play a role in promoting mental health:

• Telefónica Movistar Argentina (2022): Through the hashtag #ConectadosPodemosMás, Movistar aimed to educate young people on the responsible use of social media, emphasizing its potential negative impact on mental health. As part of this initiative, they held the ‘Conectados’ exhibition, designed to encourage reflection in a fun, engaging way.
• Farmacity: As one of Argentina’s largest pharmacy chains, Farmacity frequently addresses both physical and mental health—two inseparable aspects of well-being. One example is their campaign with Always, where they donated sanitary pads to teenagers who lack access, helping ensure they wouldn’t miss school. 

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These examples show that impactful campaigns don’t always have to directly target mental health or Yellow September.

Other factors, like poverty or lack of basic sanitation, can also have a profound impact on people’s emotional well-being.

Uruguay

Rising suicide rates in Uruguay reveal that surface-level analysis isn’t enough to understand a nation’s behavior. In 2023, O Globo published an article discussing the paradox of Uruguay—one of the happiest countries in the world—having one of the highest suicide rates in South America, second only to Guyana and Suriname.

A large part of the explanation is cultural. Social isolation is common in Uruguay, not just in rural areas.

This is partly due to changing family structures: more people live alone, and there’s less emotional and financial support from relatives. Another factor is the high societal expectations placed on men to be providers, which often prevents them from seeking help.

As in Colombia, past events still affect the population. For Uruguay, the economic crisis of the early 2000s left lasting scars that are still felt today.

Culturally, Uruguayans have a unique relationship with death and suicide, discussing these topics more openly than in many other places. While this can reduce the taboo, it also shows that simply talking about it isn’t always enough to prevent self-destructive behavior.

Brazil

A recent study showed that rates of suicide and self-harm are also rising in Brazil. This growing concern is pushing organizations and brands to think of more creative strategies that can truly spark reflection and change how these issues are addressed.

One standout example is the Centro de Valorização da Vida, an organization that has successfully cut through the noise with authentic campaigns that grab attention: 

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Chile

In Chile, much like in other countries, mental health stigma prevents many from seeking psychological treatment. Depression and anxiety are often seen as signs of weakness, especially among men and the elderly.

Additionally, most mental health professionals are concentrated in Santiago and in the private sector, making access difficult for those living in rural areas.

The silence surrounding these issues often drives Chileans toward substance abuse, which accelerates the path to suicide. Social inequality, particularly among marginalized youth, academic pressure, and easy access to drugs further contribute to the problem.

In response to rising suicide rates, observed by the Chilean Ministry of Health, the government has implemented several strategies within the National Suicide Prevention Plan, which:

• Focuses on prevention by identifying early warning signs.
• Strengthens the healthcare system in remote areas where access is limited. Clinics and health centers are being trained to manage patients showing signs of anxiety and depression.
• Provides support to families and communities affected by suicide.
• Offers ongoing care and specialized support for suicide attempt survivors.
• Addresses academic pressures by training teachers and school staff to recognize warning signs, offering mental health classes, and hiring specialized professionals to support students.
• Enhances care in regions with higher suicide rates, such as La Araucanía, and arranges home visits for the elderly to prevent isolation.
• Runs awareness campaigns about the importance of keeping dangerous medications out of reach and enforces stricter firearm sale regulations.

Todo Mejora NGO

Todo Mejora, a Chilean NGO, focuses on mental health issues, particularly within LGBTQIAP+ communities, who face additional challenges due to discrimination both in and outside the home.

The organization spreads awareness through its own social media channels and collaborates with various brands, always promoting respect, acceptance, and the value of life.

Check out their Yellow September campaign for 2024: 

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These countries have some of the highest suicide rates in Latin America. As we’ve seen, both governments and local brands are working to prevent these numbers from rising.

However, we can’t just assume “someone else is doing something.” People are still dying, and there are always new ways to engage those in need or reach someone who knows a person struggling.

Remember, behind every individual is an entire world: people, situations, cultures, habits, adversities, and so much more. It’s crucial to understand all these layers when trying to comprehend someone’s pain and loss of hope. It’s never just one cause—there are many, and each one matters.

Finally, it’s essential to recognize that every country faces unique challenges. While suicide is a universal issue, the causes vary across regions. Understanding the specific factors at play in each country is key. Yellow September is just one of many ways we can make a difference.

If you want to dive deeper, take a look at our latest ebook about how this subject is approached in Latin America.