As UK children return to school this September, excitement about new beginnings is often tempered by social pressures that affect their sense of self. Data from NHS England’s 2023 survey shows that 1 in 5 children aged 8–16 live with a probable mental health disorder. Among 11 to 16 year olds with these conditions, 36.9% report being bullied in person, 10% are bullied online, and nearly 30% have missed a week of school due to emotional difficulties. To address these challenges, streetwear brand HYPE has launched its Be Bold Be You campaign, a nationwide initiative designed to celebrate individuality and foster confidence.
Dr Claire Stubbs, a chartered counselling psychologist and internal family systems therapist, explains that school environments can be emotionally complex. “For many children, the return to school isn’t just about new lessons, it’s about stepping back into complex social worlds,” she says. “Even the most confident child has parts of themselves that worry about ‘fitting in’ or being judged. When we understand that anxiety is often a protective signal from these parts trying to keep us safe from rejection or hurt, we can meet it with compassion rather than criticism.”
She adds that bullying is often rooted in insecurity. “Bullying and unkindness often happen when difference is seen as a threat. A lot of judgment and criticism is actually about the other person’s pain, their own parts that feel small, unseen, or insecure. Helping children understand this can take away some of the shame and fear and remind them that someone else’s reaction doesn’t define their worth.”
To support children directly, Dr Stubbs suggests a simple grounding exercise: place a hand on the heart, take a slow breath while repeating silently or aloud “their words show their pain, not my worth,” then breathe out while picturing the kind or creative part of oneself. “This simple exercise helps children regulate their emotions, remember their value, and respond with confidence rather than shame,” she explains.
HYPE’s campaign reflects these insights through eight vibrant personality types that represent different strengths: the Coder, the Team Captain, the Artist, the Comedian, the Storyteller, the Producer, the Eco Hero, and the Daydreamer. These are not rigid labels but mirrors of traits found in many children. “One practical step for parents and carers is to help children name and celebrate the different ‘parts’ of themselves: the creative part, the brave part, the thoughtful part,” Dr Stubbs says. “When children know these parts are welcome, they are more likely to show up authentically, seek out friendships where they feel safe, and speak up if something isn’t okay.”
Families can take part in the campaign through a free interactive quiz. The quiz gives children a celebratory profile of their personality type and tips to use their strengths in school and beyond. It also curates themed backpacks, offering a practical way for children to express individuality.
The campaign ties in with Youth Mental Health Day on 19 September 2025, which highlights the role of confidence and community in supporting young people. “Confidence doesn’t mean being loud or outgoing; it means knowing you can be yourself, even when the world feels uncertain,” Dr Stubbs concludes. “That’s the message every child deserves to hear as they walk back through those school gates.”
HYPE’s initiative underscores that school is not just about learning but also about belonging. By celebrating individuality, Be Bold Be You encourages resilience and supports national efforts to address the youth mental health crisis.
