How brands are supporting Mental Health Awareness Month

It's been three years since the pandemic brought the importance of mental health to the forefront, and brands are doubling down on support for customers and employees in May, Mental Health Awareness Month. Here are some of this year’s campaigns and initiatives by brands and organizations. Also read: Ad agencies rethink mental health policies American Foundation for Suicide Prevention The American Foundation for Suicide Prevention has launched a “Talk Away The Dark” campaign to highlight the importance of direct dialogue in preventing suicide. The pro-bono campaign by TBWA\Chiat\Day New York shows people how to initiate those often difficult conversations. In a video, a daughter recognizes a series of common warning signs of suicidal ideation and persistently tries to talk to her dad to pull him out of the darkness. The campaign will run on TV, digital, social and out-of-home channels, including donated media from platforms such as AMC, IFC, WE, SUN, A+E, Paramount, Scripps, Reddit, Meta, TikTok and Fox. FreeTherapy The Mental Health Association of Forsyth County in North Carolina has launched apparel brand FreeTherapy to raise awareness of the benefits of mental health treatment while also raising funds for the clinic’s free therapy program. Created by Winston-Salem, North Carolina agency The Variable, FreeTherapy clothing is marketed to Gen Z consumers as a lighthearted way to let them express their feelings about their feelings. The line of shirts, hats, hoodies and tote bags bears slogans such as “My anxiety is nervous,” “Stressed to impress” and “Lexaprofessional All-Seasonal Depression Team.” While being sold directly to consumers, the line will be featured as a shoppable TikTok fashion show staged by The Variable. The fashion show will collaborate with TikTok designers who have created original “therapeutic clothing” items like a jacket inspired by PopIt fidget toys. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here TikTok TikTok is launching the Mental Health Media Education Fund to donate $2 million in ad credits to a number of organizations, including the American Foundation for Suicide Prevention, Crisis Text Line and the National Alliance for Eating Disorders, among others. The app has also created a Creator Spotlight that highlights 10 accounts that use TikTok to educate the community about mental health and an in-app #MentalHealthAwareness hub to connect with advocates and support organizations that offer mental health resources. Plum Organics Operating under the adage that it “takes a village,” baby food maker Plum Organics is partnering with The Policy Center for Maternal Mental Health to create the first national interactive map to show where those villages are needed most. The initiative asks moms and their loved ones to sign the “Pin-tition” by placing a pin on the map where they most want to see resources for support. The data collected is intended to showcase the lack of maternal support in the U.S. and any areas where organizations can help fill those shortage gaps. FutureBrand Agency FutureBrand has taken a different approach—giving three of its staff members a certification in mental health first aid. The extensive course, offered by the National Council for Behavioral Health, gives those certified as “Mental Health First Aides” the tools to identify the signs of a potential mental health challenge in colleagues and offer methods to listen nonjudgmentally and refer co-workers to the appropriate professional support. Meghan Labot, FutureBrand’s chief growth officer, was one of the three First Aiders certified. The agency also created flashcards for Mental Health Awareness Month to provide tips for mental wellness and offers a section on the FutureBrands intranet for employees to access mental health resources. Kiss Products Kiss Products, which makes salon-at-home beauty products, is partnering with the social media platform RTRO to connect creators with fans and promote mental well-being. RTRO launched this month as an algorithm-free social platform focused on human connections and communities. The partnership with Kiss Products will create safe spaces for its creator community, host private sessions for top consumers, and offer appreciation and wellness tips. The activation will conclude with an open public invitation on Instagram and TikTok for brand fans to join the Kiss RTRO experience on May 18. Throughout the month, Kiss’ public feed on RTRO will aim to engage and support its Gen Z and millennial community. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

How brands are supporting Mental Health Awareness Month

Featured Stories