The Campaign

Back in 2022, we launched the “I Matter” campaign for the first time to elevate youth voices and highlight the importance of connection, belonging, and support.

The Roanoke Prevention Alliance identified through the 2025 Youth Risk Behavior Survey that only 57.8% of middle school students and 61.9% of high school students reported feeling like they matter to people in their community. A strong sense of connection is a key protective factor for youth mental health and well-being, so we chose to focus on this in the years ahead.

This year, we have reimagined and relaunched the “I Matter” campaign with a focus on direct input from young people in our community.

The Message

We met with students from James Madison Middle School, John P. Fishwick Middle School, Patrick Henry High School, and William Fleming High School to have open and honest conversations. We asked these students what makes them feel valued, who helps them feel supported, and why feeling like they matter is important. 

During these conversations, many youth shared that they feel like they matter when they have access to a supportive, non-judgmental adult or role model. They described teachers, parents, principals, coaches, and other mentors who take time to listen, ask questions, and show up.

Youth input is at the heart of this campaign, offering meaningful insight into how adults and communities can better show up for our youth. This campaign serves as both a reflection of what young people are telling us and a call to action for our community to listen, respond, and ensure that every Roanoke City youth knows they truly matter.