As the harmful practices of Facebook and Instagram make headlines (and marketers wrestle with how to react), Pinterest seizes the opportunity to promote its focus on positivity and inclusion. For World Mental Health Day last Sunday, the social media site debuted a new hub for wellness alongside an in-person mental health oasis.
For years, Pinterest has optimized its platform with tools to support its users’ emotional health. In 2019, the site launched its “compassionate search” feature, which employed partners including the National Suicide Prevention Lifeline to offer those searching distressing keywords resources for wellness. Since then, Pinterest has implemented inclusive skin tone and hair pattern search filters, a conduct code to regulate hate comments and a ban on weight-loss ads.
This year, Pinterest took inspiration from an internal survey that found an uptick in search terms such as “destressing tips” and “Sunday reset routine” and introduced a hub addressing its users’ needs. The “Pinterest Havens: Invest in Rest” board is filled with advice and routines for finding a little downtime during busy days. Posts including “bedtime affirmations to help you sleep better,” “how to open up your mind to meditation” and “3 powerful art therapy exercises” teach multiple methods for finding mental and physical calm.
Pinterest also held an in-person, mental health activation in Chicago. The event featured a mural painted by local artist Dwight White and installations inspired by a Pinterest Predicts report that found an increase in sleep-related activity on the site. The activation featured a sitting area with large square lounge structures inspired by the shape of the site’s “pins.” Activities included yoga classes, arts and crafts and a children’s storytime with Chance the Rapper.
In addition to the activation, Pinterest is donating $80,000 to three Chicago-based charities: Chance the Rapper’s Social Works, Urban Juncture Foundation and Coffee, Hip-Hop, and Mental Health. Pinterest has additionally pledged over $1 million to mental health and wellness organizations and resources for underrepresented and marginalized groups.