Iloilo launches PRIMETIME to boost youth mental health awareness

ILOILO CITY — The Iloilo provincial government is stepping up efforts to protect young people’s mental health through a new program promoting responsible social media use and digital literacy.

The initiative, called PRIMETIME, was launched Oct. 30, 2026, in Cabatuan town.

It aims to help teenagers navigate the digital environment while strengthening their access to psychosocial support.

The launch comes amid continuing concerns over mental health and suicide incidents in the province.

Data attributed to the Iloilo Police Provincial Office (IPPO) showed 94 reported suicide incidents in 2025, compared with 75 in 2024 and 74 in 2023.

The figures highlight the need for sustained mental health awareness, early intervention and accessible support services.

However, the reported suicide figures do not establish a direct link between social media exposure and suicide.

Gov. Arthur Defensor Jr. said PRIMETIME reflects the provincial government’s commitment to the psychosocial welfare of Ilonggos, particularly young people.

He stressed the need to guide young people in using social media responsibly and understanding its potential effects on their well-being.

PRIMETIME is part of the provincial government’s Program for Resilience of Iloilo in Mind and Emotion (PRIME), which aims to strengthen the mental and emotional resilience of communities.

Launched in 2020, PRIME provides psychosocial interventions and community-based support, while PRIMETIME focuses on promoting responsible social media use and strengthening support systems for young people.

The provincial government has also been working with schools and community partners to expand access to mental health services through its teen centers and other youth development initiatives.

Meanwhile, the PRIME 24/7 Mental Health Helpline recorded 168 clients from February to September 2026.

Of these, 85 were aged 20 to 59, while 15 were teenagers aged 13 to 19.

The ages of 66 clients were not indicated in the reported data.

The helpline provides crisis intervention, psychological first aid, supportive listening, risk assessment, referrals, psychoeducation and follow-up services.

During the PRIMETIME launch, participants received free consultations with licensed psychiatrists.

Partner organizations also conducted discussions on mental health awareness and psychosocial well-being.

The event also featured the signing of a memorandum of understanding with 13 program partners.

It concluded with the ceremonial turnover of the PRIMETIME emblem to the municipality of Ajuy, which will host the next leg of the initiative.

Among those present were Cabatuan Mayor Elizalde Pueyo, Department of Social Welfare and Development Region 6 Director Joselito Estember, National Commission of Senior Citizens Region 6 Director Ann Rapunzel Ganzon and IPPO Director Bayani Razalan.

Provincial Administrator Raul Banias, acting Provincial Social Welfare and Development Officer Rani Melvi Cuarte and Provincial Population Officer Ruel Von Superio also attended.

The PRIME 24/7 Mental Health Helpline can be reached at 0968 855 0997 (Smart) and 0966 241 8133 (Globe).

The public may also email prime.iloilo1@gmail.com or contact PRIME Helpline through its Facebook page.