Increases in depression and mental health challenges have been observed in San Diego County, with findings demonstrating that rates of depression have been steadily increasing among youth. Are we doing enough to change social norms around addressing mental health and helping teens recognize mental health challenges in themselves and how to take an active step to improve it? This presentation will share how the County of San Diego partnered with Rescue to create a new mental health brand, Own Your Mindset, using a SAVI™ messaging approach, and features tailored messages designed for and tested with teens.