Why are brands focusing on mental health?
Mental, physical and community health are increasingly common topics in brand communications, showing up in everything from TV ad campaigns to podcasts, Snaps and TikTok videos.
Contemporary consumers not only expect brands to be conscientious and aware, but also a force for good in the world. This sentiment became especially prevalent in the pandemic, when the items at our door and the content on our phones became a primary coping mechanism for a world trapped in their homes.
Sadly, while the Covid-19 pandemic has ended, poor mental health remains one of the largest issues in modern society.
People look to brands for products that can make their lives easier, or even improve their mental health in some cases. However, the fundamental demand of today’s consumers is that the brand selling goods to them really understands and cares about relevant mental health and wellbeing issues.
Why are influencers a good channel for communicating with people around mental health?
Mental health awareness continues to make great strides, and within that influencers and celebrities are becoming more open about their own struggles and responses to adversity.
It’s a fantastic way to normalize these issues and show how they cut across us all universally. In terms of communications between brand and consumer, influencers are the perfect mediators – providing a real human avatar and point of connection in what might otherwise feel like a corporate campaign.
At a time when two-way exchange between brands and their customers is becoming more prevalent, giving platform to trusted figures is a great way to help viewers be comfortable enough to share or take positive action on sensitive topics.
To help you get inspired for your next mental health initiative, here’s 10 brand campaigns that stopped us in our tracks:
10 Mental Health Campaigns from Brands
Norwich City Football Club x Samaritans: World Mental Health Day 2023
Norwich City Football club partnered with mental health charity Samaritans to create a stunningly moving advert to mark 2023’s World Mental Health Day. So much so, it garnered tens of millions of views within weeks and the UEFA governing body even described it as “incredibly powerful”.
It’s a simple ad, comprising a single static angle showing two men across a number of different football games. One is quiet and disengaged, while the other cheers and groans, getting swept up by the drama. The louder man one asks how things are, says they hope things are better outside of football, and eventually insists that his friend keeps his Norwich scarf.
In the final shot, the quiet man takes his seat alone, placing the scarf on the seat next to him in commemoration of his expressive, talkative friend.
The audience is blindsided, as your expectations are subverted and the final lines of copy read: “At times, it can be obvious when someone is struggling to come. But sometimes, the signs are harder to spot”. On subsequent watches, you switch your attention to the other man and realise the subtle signs were there all along, almost completely hidden under the surface.
Beautifully made, this ad combines a lasting viewer experience with a practical, authentic perspective of the many ways in which poor mental health can present itself. It’s an honest, devastating slice of real life.
Dove: Cost of Beauty: A Dove Film | Dove Self-Esteem Project
Dove is one of the world’s leaders in battling ‘appearance hate’ and toxic beauty standards, a problem that is increasing in severity and costing the US economy over $500bn a year, according to Dove’s own research. This cost is borne primarily by everyday women and girls, and it’s not only financial.
This campaign follows the story of Mary, from her childhood to adult life through an incredible sequence of personal home and social media videos. They chart her life, from innocent happiness to first contact with smartphones, social media use, consistent exposure to unrealistic beauty content. What follows is a devastating sequence of a girl growing up into body dissatisfaction, disordered eating, serious medical issues and family strife.
It ends on an inspirational note, showing Mary, now in recovery, sat with her mother and smiling. An array of other mother-daughter pairs follow in the final shots, showing the range of challenges faced by women from every corner of society.
With links to a petition, online resources, a confidential text-in line, and signposting to other support providers, these films are powerful pillars at the heart of a wide-reaching and genuinely passionate campaign by Dove to tackle low self-esteem and appearance hate.
Deloitte: #WhatsReallyOnYourMind
Deloitte is a global professional services firm offering consulting, audit, tax, and advisory services. The brand serves diverse industries, providing innovative solutions in strategy, technology, risk management, and business transformation.
Last year Deloitte teamed up with mental health practitioners, therapists, and counselors on TikTok. The #WhatsReallyOnYourMind campaign brought thought leaders together to address mental health in the workplace.
We saw creators like @drkojosarfo (2.4M followers), @thecognitivecorner (542K followers), and @ruggedcounseling (1.1M followers) creating videos that gave audiences tips, and guidance, on how to improve mental health in the workplace. Their messages were just as relevant to employers as they were to employees.
These conversations were aimed at opening up at work, tackling burnout, and how to notice the signs of declining mental health in coworkers. Each creator discussed the importance of raising awareness for workplace wellbeing, and the advantages that come with a more open and accepting work environment.
Maybelline New York: Mental Health Awareness Month
Maybelline New York is a global cosmetics brand offering affordable, trend-driven makeup products. Known for innovation, it provides a wide range of beauty solutions, from foundations to mascaras, embracing diversity and self-expression.
The brand teamed up with creators on TikTok for Mental Health Awareness Month this year. Working with a diverse selection of TikTokers, including @anthonyplasencia (512K followers), @makeupxka (111K followers), and @limbitlessmaria (57K followers) Maybelline advocated for marginalized communities. The brand gave a voice to LGBTQ+ and disabled community creators, giving them the platform to discuss mental health during GRWM-style videos.
Each creator talked us through their personal mental health experiences, from dealing with bullying to pursuing sobriety. The campaign did a great job of highlighting stories from often overlooked communities, and enabled Maybelline to advocate for them during Mental Health Awareness Month.
Adidas: Run To Reconnect
Adidas launched a wellbeing campaign in 2020 called ‘Run to Reconnect’, based around a series of documentary-style videos led by four real, everyday runners. It dives into their personal stories, exploring the reasons why they run and how it helps them navigate the stresses and challenges of modern life.
The campaign was intelligently publicized across multiple platforms, with each runner starring in individual films and a joint 60-minute hero video. These were supported by assets across social platforms, e-commerce and physical stores, creating numerous on-ramps for every type of Adidas audience.
But it was more than just messaging. Adidas guided the campaign flow back into real-world activities, such as in-store events and Adidas Runners retreats, in addition to guided mindfulness runs and meditations across Spotify and the Adidas app.
With such a comprehensive approach, Adidas ensured that audiences didn’t just have access to the campaign, but had the choice of different ways to take positive action as a result of it.
Schuh x New Balance
Schuh is a UK-based footwear retailer offering trendy shoes from various brands. Whereas New Balance is a global athletic footwear and apparel brand known for blending performance technology with style, emphasizing comfort and quality.
The two brands came together for Mental Health Awareness Week this year, bringing in @sophjbutler (137K followers). The week’s theme was movement, and as a wheelchair user, Sophie discussed her personal journey with the topic. She highlighted how she incorporated movement into her lifestyle, and how being able to be active benefits her mental wellbeing.
This campaign was a great way for both brands to give marginalized communities a platform to share their stories during Mental Health Awareness Week. It showed us how important exercise is for our mental health, no matter what our situation is.
Unilever Food Solutions: FairKitchens
#FairKitchens is a wellbeing movement started in 2018, dedicated to addressing the increasing awareness of systemic physical and mental health issues found throughout the food service and hospitality industries.
This wide reaching campaign regularly collaborates with leading chefs and operators around the world, leading to a huge range of outputs, from inspirational Instagram stories to free leadership training courses, and interviews with industry figures like James Clear, Care UK’s hotel service manager.
The movement was active across Instagram, Facebook and LinkedIn, providing chefs and other industry workers a variety of relatable and supportive content, ensuring there’s always something relevant to their personal challenges.
Method
Method is a sustainable home care brand known for eco-friendly cleaning products. It offers non-toxic, biodegradable formulas with stylish packaging, promoting environmental responsibility while keeping homes clean and fresh.
The brand partnered with @foodfitnessflora (116K followers) during Mental Health Awareness Month on Instagram. In the content Flora shares some top tips for keeping happy all-year-round. We see her jogging through the countryside, reading her favorite books, exercising in the gym, and showing off Method cleaning products – all part of the “non-negotiables” for improving mental wellbeing.
The campaign was all about raising awareness during Mental Health Awareness Month, focusing solely on spreading a positive message about caring for our minds.
Toms
Toms is a socially conscious footwear and lifestyle brand known for its “One for One” model, donating shoes for every pair sold. It offers stylish, comfortable products while supporting global causes.
The apparel brand teamed up with fashion and mental health creators on Instagram during Mental Health Awareness Month including @ramzan_miah (82K followers), @christianptty (83K followers), and @helenarosecope (118K followers).
In the content we see creators creating still image and Reels posts, wearing Toms footwear. The campaign was designed to raise awareness for mental health improvement, and highlight the brand’s initiative of donating “1/3 of their profits to fund access to mental health resources for the millions of people who need them.”
We learned that our clothing choices can do more than make us look good. They can contribute to our mental health and positively impact others.
Holland & Barrett: Me.No.Pause
Holland & Barrett launched a campaign in 2019 focusing on an often overlooked topic in society: menopause, and the challenges it poses to identity, wellbeing and sense of self for millions of women.
Using CGI effects to give an insight into sensations of anxiety, loss of focus, mood swings and other common effects of menopause, the campaign helped affected women feel seen while educating others on the reality of it.
The brand struck a bold, determined tone in its hero video, which was reflected across a number of static and social assets throughout the Transport for London (TfL) network and H&B’s social channels. The campaign tagline “Me.No.Pause” and subtag “You’ve got this” focused on resilience and empowerment, linking naturally to the brand’s range of menopause products which could offer a helping hand.
Considerations for brands launching mental health and wellbeing campaigns
Mental health campaigns are the area in which anything but total authenticity will always make itself known, turning off or even angering your audiences.
When dealing with such incredibly sensitive topics, there are many factors you need to keep in mind before wading in.
Do you have the right?
Ensure your brand has a right to speak on the topic, and more importantly, that you have something meaningful to say.
A broad brush is of little use in an area as complicated as mental health. Narrow it down. Identify the logical touchpoints between your brand, its people (employees, users or ambassadors), and real world issues.
Listen before you speak
Listen to your audiences first. Speak to your audiences next. Once you’ve conducted community research, gathered opinions, and spoken to trusted influencers, you’ll have a clear idea of sentiment and values, showing you how to speak out as a brand.
Authentic voices
Authenticity is something we talk about a lot in influencer marketing, but it takes on a whole new level of importance here.
What you say must be true, and without agenda. You don’t necessarily need to avoid the use of actors, but whether you’re working with actors, influencers, or members of the public, it must be sincere, open and honest.
Back it up with action
No matter how good your message, it will ring false if you don’t follow it up with action as an organization.
Adopt policies that support your chosen cause. Collaborate with relevant charitable organizations and institutions. Create spaces and resources for people to use in their lives.
For example, when The Goat Agency launched its Goat 2024 Pride campaign, we worked with LGBTQ+ creators and partnered with akt, a charity supporting homeless LGBTQ+ youths.
Building a campaign that matters
Mental health campaigns can be incredible things, offering immense value to audiences and influencers alike, and ultimately – giving your brand a new way to make the world a better place.
However, they are delicate things. To ensure that you can create and land your campaign correctly and with impact, The Goat Agency is on hand. We can provide strategic advice, connect you with relevant influencers and help you nail the tone across important topics.
To find out more about what we do, and how we can help your brand, get in touch with us today.
