HARTFORD, Conn. - s4story -- Entrepreneur, author, and mental health advocate Justin Calabrese has taken his mission to raise mental health awareness to one of the most visible platforms in the world—Times Square in New York City. His message, displayed prominently across one of the city's iconic digital billboards, serves as a powerful reminder that mental health deserves to be seen, understood, and supported.

"When I decided to bring mental health awareness to the big screen in Times Square, people asked me, 'Why there? Why spend so much?'" Calabrese said. "My answer was simple—because there is no price tag on saving a life. There's no cost too high for a message that might stop someone from ending their story too soon."

Calabrese's commitment to this cause stems from personal experience. Since surviving his own mental health crisis in 2013, he has become a vocal advocate for breaking the stigma surrounding mental illness. "Healing isn't a straight line—it's a lifelong process," he explains. "You never fully 'get over' it, but you learn to manage it, to recognize your triggers, and to give yourself grace."

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Times Square, seen by millions each day, was chosen for its visibility and symbolism. "Maybe someone walking through that crowd is fighting a silent battle," Calabrese shared. "If they look up and see that message—if they realize their pain is valid and they're not broken—that's everything."

Calabrese urges the public to be proactive in helping others who may be struggling.

If you know someone in crisis:
Do: Listen without judgment, offer support, encourage them to seek help or call 988 (Suicide and Crisis Lifeline), and stay with them if they're in danger.
Don't: Dismiss their pain, tell them to "get over it," or leave them alone after suicidal thoughts are expressed.

"When I saw my message light up in Times Square, it wasn't pride I felt—it was peace," Calabrese said. "Even if it reached just one person who needed hope, it was worth every penny. Awareness saves lives. And to me, that's priceless."

About Justin Calabrese:
Justin Calabrese is an entrepreneur, author, and mental health advocate from Hartford, Connecticut. Featured on NPR for his early business ventures, Justin has founded multiple companies, written books on entrepreneurship and psychology, and continues to champion causes related to mental health, empowerment, and personal growth.