Mental Health Awarness Month is celebrated in May every year in US since 1949. Over in the UK the Mental Health Foundation Celebrate the Mental Health Awareness Week from the 10th to 16th of May, 2021. This year's theme is around connecting with nature.
Let us see a few examples, on what brands are doing to raise awareness about this topic amongst their communities. As mental health has been at the forefront over the past 18 months, it is an important topic which resonates with most of us.
1. Later: Social Media Scheduler
In this tweet Later Media is checking in with their main target audience- "social media managers".
Asking a direct question to your audiences which is relevant to the hashtag or campaign is a great idea. Answers to such questions helps your wider community who are dealing with tremendous work pressures, sparks conversations in comments section and adds value to your followers who may require tips on getting work/life boundaries right.
2. Rare Beauty
Rare Beauty founder and singer Selena Gomez has launched a #MentalHealth101 campaign. This campaign focusses on the importance of introducing "Mental Health" as a subject at schools like Maths, Science & PE. It stresses on the point that kids at school need to be made aware about this topic so that they can get all the support and help needed at the right time.
They have launched dedicated petition to help promote the idea of providing mental health services in school. Click
here to sign the petition. They have also setup a
dedicated fundraiser for the Rare Impact Fund to collect funds to help provide mental health services to communities. Great example of a brand taking real actions, to make a real impact and connect with it's audience.
3. Calm
With team Calm's mission to make people live a happier and healthier life, they are always coming out with ideas to help. To raise awareness about the #MentalHealthAwarenessMonth, Calm have encouraged everyone to download their monthly mindfulness activity calendar. These daily mindfulness activities will help people connect with themselves and the world with increased awareness.
They have small activities like "mindfully organise a cupboard" or "turn off notification on your devices".
Such daily mindfulness calendars helps people experiment with various activities and take care of oneself and others. To download the May mindfulness calendar click
hereThis example illustrates creative solutions to solve one of the biggest challenges facing us all. Asking your community to participate in activities and linking few elements back to your core product is a great combination of responsible product marketing.
4. Insight Timer
Insight Timer has made great use of creative graphic, with a quote from a philosopher to share their thoughts on the #mentalhealthawareness. While most of the users just scroll social media, this post does not have any links or calls to action, but just one message " Listen to your heart".
Such simple messages resonates well with audience's and helps them to connect with your brand. As they say keep it short and simple.
5. College Pulse
College Pulse, a leading online survey research and analytics company. They specialise in understanding the US college students. They have made use of smart data from their own research to raise awareness about the #MentalHealthAwarenessMonth
There is nothing like a data backed post which makes your brand more believable, relatable and an expert in the subject matter. In their post they highlight how 70% of female college students agree about going for therapy.
Such kinds of posts sparks debate, start a conversation and provides a great source of information for your audience. This is a great example of how a brand can add real value to a topic or campaign rather than just adding to the noise.
Source: College Pulse
6. MTV
Smart use of video to tell your message and story work brilliantly on social media. MTV on this social media post raise awareness about the Mental Health Awareness Month by pledging to focus their attention on this cause. The video states what actions people are taking, to care for their mental health and it ends with the point about how "Mental Health is Health".
Source:
MTV Twitter7. YouthSpeak Charity
This charity makes use of virtual presentation to share stories on mental health, bullying and racism. The ultimate aim is to inspire hope.
In this post they have repurposed a TikTok video which mentions about how social media is not bad, but depends on how/when/why you use it.
TikTok videos/platform are a great way to connect with the younger audience who use that platform extensively.
Re-purposing content made on one social platform on other saves you time, makes your followers aware that you are present on the other platforms and it increases engagement.
8. GiveWP
GiveWP is a fundraiser plugin for WordPress websites. To raise awareness about the Mental Health Awareness Month campaign GiveWP are promoting the contribution made by one of it's employee. Highlighting employee contribution towards social issues helps to raise the profile of the individual but also gives the local charity all the attention it needs. So this strategy is a win-win. They outline tips for their users as well in the form of a thread tweet.
Promoting mental health along with employee advocacy and helping local charities; marketing campaign executed with triple benefits.
9. Mind
What better time to rebrand than the Mental Health Awareness Week, if your brand is all about Mental Health.
Mind is a charity which fights for mental health. It provides the crucial support communities require to fight against mental health issues. Mind recently rebranded with a new fresh feel and look to the brand. They revamped their website and strategy. More on the rebrand in this tweet here.
The strategy they have used to promote this cause is by sharing real stories of victims who have suffered due to mental health. These blogs helps others understand that they are not alone in this and provide a sense of support and direction.
10. Virgin Radio UK
Virgin Radio UK, are raising awareness about the Mental Health Awareness Week by supporting and promoting the author Vex King. This author launches his new self improvement book named "Healing is the new High". His previous book has sold over half a million copies worldwide. Collaborating with experts, authors, researchers who know about the topic well, helps you elevate your brand message to a wider audience.
Providing a platform for new writers, research groups or smaller businesses can be a perfect example of how big and small brands work together to raise awareness about important issues in society.
I hope this blog has given you ideas for your next marketing campaigns to stay inspired and think out of the box to connect with your followers. Comment & share some of your favourite brands who are leading the way in increasing awareness about mental health issues and taking real actions.
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