Today is World Mental Health Day – a day that was founded in 1992 to raise awareness of mental health issues and advocate against social stigma. World Mental Health Day is growing every year. As brands begin to recognise that purpose-driven campaigns are key to engaging consumers, many are creating impactful campaigns.
To celebrate World Mental Health Day, we have taken a look at three of the best mental health PR campaigns over the last few years.
Every mind matters
Launched by Public Health England (PHE) in partnership with the NHS, Every Mind Matters is the first government-led national campaign to help prevent people from developing long-term mental-health problems.
Hooking on to shocking research by PHE that more than eight in 10 (83%) Britons have experienced symptoms of poor mental health in the past year, the campaign, launched in the run-up to World Mental Health Day aimed to help one million members of the public to take simple, early steps to look after their own mental health, improve their mental wellbeing and support others.
The campaign launched with a three-minute video voiced by the Duke and Duchess of Kent and the Duke and Duchess of Sussex, written by Richard Curtis and starring a range of people whose lives have been affected by poor mental health, including Gillian Anderson, Davina McCall, Glenn Close, Freddie Flintoff, Professor Green and Nadiya Hussain, among other celebrities. The campaign launch was resulted in blanket coverage across the UK, widespread conversation on social media and even the launch website crashed!
In May 2019, charity Heads Together partnered with the FA to launched a mental health campaign targeting a young male audience.
Research ahead of the campaign’s release revealed that the most common cause of death for men under 45 is suicide.
The campaign discussed the general stigma around mental health, as well as the lack of understanding around how to support those suffering with it. But as a group, men are less likely to ask for support and less well positioned to offer support for others.
Harnessing the popularity of football to drive its message, Prince William, the main spokesperson for the campaign, announced its release at Wembley Stadium in May this year – resulting in PR coverage across national and regional titles across the UK.
In September last year, TheLADBible Group launched a three month social content campaign entitled UOKM8? aimed at raising awareness of mental health issues among men.
It was inspired by the fact that suicide is the biggest killer of British men under 45, and supported by its own audience poll which revealed that 37% of respondents had at some point considered ending their own life.
TheLADBible partnered with a range of charities in an effort to engage its youth audience and get men to talk to each other.
The campaign launched with Everyday Heroes, a series of documentaries featuring influential men, including Olympic gymnast Louis Smith talking about his own experiences of depression. This film alone attracted 3.8 million views on Facebook.
Content also included articles such as Why Treating Your Mates Who Suffer from Mental Health Issues Differently Is Bullshit, which reached 900,000 people; and Here’s How Social Media Can Affect Your Health, which reached over 600,000.
The campaign reached over 38 million young people and drove 823k engagements.