New Ad Council and Surgo Health Report Finds Young People Report Mental Health Symptoms at Twice the Rate Parents Recognize

"Sound It Out" Campaign Debuts New Creative Reminding Parents That Listening is a Powerful Way to Support Their Child

NEW YORK, Nov. 12, 2026 /PRNewswire/ -- New research from the Ad Council and Surgo Health finds that twice as many young people report symptoms of depression or anxiety as their parents may recognize. The findings show that even caring, involved parents can miss what their kids are going through, which points to a powerful opportunity: encouraging parents to actively listen and learn how to support their kids through the issues that matter most to them. 

Today, the Ad Council's Sound It Out campaign, created in partnership with Pivotal and made possible with additional support from the Arthur M. Blank Family Foundation, premiered new "Love Listens" creative developed pro bono by McCann New York. The work encourages parents and caregivers to pair the loud, visible support they already give their kids with quieter moments of listening, creating space for kids to open up before a problem becomes a crisis.

"Love Listens" directs audiences to SoundItOutTogether.org for free, expert-vetted resources to help parents and caregivers navigate the range of topics and challenges kids are facing. From social media to bullying and more, parents can find tools to have meaningful conversations and support their children's mental health.

"It isn't always easy for even the most engaged parents to know what their kids are dealing with or know how to start conversations," said Heidi Arthur, chief campaign development officer, the Ad Council. "Sound It Out helps parents and caregivers better understand what their kids are going through and feel more confident having conversations that let them know they're supported. Our new 'Love Listens' PSAs are a reminder that we don't always need to have the answers—sometimes the most meaningful thing we can do is simply listen and be fully present."

"When we ask young people directly, they tell us things even attentive parents can miss. That includes how often they're struggling, what they worry about, and what actually helps them cope," said Sema Sgaier, CEO of Surgo Health. "That's why the Youth Mental Health Tracker measures more than symptoms. We also track the everyday sources of wellbeing, like time with friends, being active, getting outside, and creative outlets, which young people tell us matter most. Parents don't need all the answers. Staying curious about what's working for their child is a powerful place to start."

"Love Listens leans into a powerful human truth: creating quiet, safe spaces for kids to be heard is just as critical as celebrating them in the big, joyful ways," said Mike Hahn, Executive Creative Director, McCann New York. "Sound it Out has helped parents navigate the conversations that matter for many years, and we're proud to keep building on this important work with the Ad Council."

"Parents are showing up for their kids in so many visible ways, but this research shows the quieter moments matter just as much," said Kelsey Noonan, Director of Program Strategy at Pivotal. "Insights from the Ad Council and Surgo Health give us a clearer view of what young people are experiencing and remind us how much we can learn when we take the time to listen."

Since its launch in April 2021, Sound It Out has received more than $100M in donated media support across television, radio, print, out-of-home and digital media, resulting in over 6 million visits to SoundItOutTogether.org. Notably, those who are aware of the campaign are more likely to strongly agree that they feel confident in their ability to have helpful conversations with their child about their feelings or emotional wellbeing (44%), compared to those not aware (30%). The latest "Love Listens" creative will appear nationwide across TV, digital, social, radio, print and out-of-home, with time and space donated by the media.   

For free resources, conversation guides, and interactive experiences designed to help caregivers navigate important conversations with their kid's visit SoundItOutTogether.org. For more tips and community, join the Sound It Out social channels on Instagram, Facebook and X. 

The Ad Council  

The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube. 

About McCANN

McCann, part of Omnicom (NYSE: OMC), is a leading creative solutions company. The award-winning global brand network is united across 100+ countries by a mission to build iconic brands through the radical creativity of Truth Well Told. Because when the truth is well told, it moves people and markets. Named one of the World's Most Innovative Companies by Fast Company in 2025 and 2024, and ranked in the top 3 most creatively effective networks globally in the Effie Index every year since 2019, McCann is the global brand creative partner of such iconic brands as L'Oreal Paris, Mastercard, Xbox, IKEA and Maggi. For more information, visit www.mccann.com.

About Surgo 

Surgo Health is a Public Benefit Corporation building the world's most comprehensive and insightful AI-powered data platform that reveals the 'why' behind people's behaviors. We uncover the unseen drivers of health—people's beliefs, barriers, and behaviors—and transform that intelligence into scalable products that enable healthcare organizations to drive impact, reduce costs, and advance equity. From improving clinical trial design to optimizing care delivery and public health strategies, our solutions help decision-makers act on what truly shapes health outcomes. By revealing the human side of healthcare, we're making it more personal, precise, and effective—for everyone. The Youth Mental Health Tracker (YMHT) created by Surgo Health, with support from Pivotal Philanthropies, uncovers the complexities of youth mental health and well-being, providing actionable insights that equip communities, policymakers, and healthcare providers to foster environments where young people can truly thrive.

SOURCE The Ad Council