HBO has joined forces with the National Alliance on Mental Illness (NAMI) to launch a multi-platform mental health awareness initiative tied to the network’s emotionally complex programming, including the acclaimed series Euphoria. The partnership is part of HBO’s broader commitment to fostering dialogue around mental health and encouraging viewers to seek help when needed.

Central to the campaign is the creation of custom discussion guides and resources that accompany Euphoria, helping audiences explore the show’s powerful themes of addiction, trauma, and youth mental health in a safe, informed way.

In addition, HBO has introduced “It’s OK,” a new initiative designed to destigmatize mental health conversations. As part of the program, 10-second “bumpers” are now being placed at the beginning of select episodes across HBO’s catalog that feature characters struggling with mental illness. These messages, co-developed with NAMI and its NYC affiliate, highlight relevant themes—such as substance use, bipolar disorder, or depression—and offer support by providing a dedicated hotline: 1-833-HBO-NAMI.

The bumpers will appear before episodes of shows including Euphoria, The Sopranos, Girls, Barry, In Treatment, and acclaimed documentaries like Crisis Hotline: Veterans Press One and Boy Interrupted.

“HBO has always been at the forefront of telling stories featuring complex characters, some of whom deal with mental illness,” said Jason Mulderig, HBO’s Vice President of Brand & Product Marketing. “We are not saying ‘viewer discretion is advised.’ We are saying ‘viewer conversation is encouraged.’”

To deepen the conversation, HBO has also launched “Doctor Commentaries,” a shortform video series featuring cognitive behavioral therapist Dr. Ali Mattu. The series breaks down mental health scenes from HBO shows and offers clinical insight, with the goal of helping audiences better understand the realities behind what they’re seeing onscreen.

Impact:
The partnership has sparked deeper engagement with issues surrounding youth mental health, addiction, and emotional well-being—promoting responsible storytelling and providing actionable support to viewers. By combining entertainment with expert-led resources, HBO and NAMI are leading the charge in changing how mental health is represented in media.

For more information, visit HBO.com/ItsOK or NAMI.org.