It is Mental Health Awareness Week 2026 this week, an event that has become a fixture in the calendar. With that comes a wave of PR campaigns from brands and organisations wanting to be part of the conversation. Some of these don’t always have the impact they intend because audiences are quick to notice when something feels considered and when it doesn’t. This year’s theme of action feels particularly important in that context. The campaigns that tend to stay with people have something in common. They are built around an idea that can travel, earning attention first, then using paid channels to scale it, but crucially they also give people something to do, prompting small, tangible actions that move the conversation forward.
Here are three mental health campaigns from recent years that genuinely connected and got people talking.
CALM x Beavertown – Tell a Mate Why You Love Them
*photo taken from thecalmzone.net
This campaign tackled a cultural barrier rather than a lack of awareness. Many men value their friendships, but struggle to express it openly. The research behind the campaign made that clear, with a significant number admitting they had never said “I love you” to a mate.
The idea was to make that invisible discomfort visible. A public declaration of love from Joe Marler to Chris Stark created a moment that felt both uncomfortable and relatable, setting the tone for the wider campaign.
From a PR perspective, it was built to provoke action. Not just to make people think, but to get them to do something. Whether that was sending a message, picking up the phone or meeting a friend for a pint and saying something they would usually avoid.
The free pint mechanic and nationwide activations supported that behaviour, but the strength of the campaign came from how recognisable the insight was. It gave people permission to act, which is what drove sharing and conversation.
ASICS – Desk Break (Sound Mind, Sound Body)
This campaign focused on a very current, everyday issue. Many people were spending long hours at their desks, often without breaks, with work patterns blurring the boundaries between home and office. Over time, that had a direct impact on stress, focus and overall mental wellbeing.
ASICS set out to interrupt that behaviour through its Desk Break campaign, part of its wider Sound Mind, Sound Body platform. Rather than positioning mental health as something abstract, it focused on a simple, immediate action. Step away from your desk and move.
The strength of the idea was in how accessible it felt. It did not ask for a major lifestyle change or a difficult conversation. It asked for something small and realistic within the working day.
From a PR perspective, that clarity is what allowed it to travel. The campaign was rooted in a shared experience, particularly among office workers and those working from home, which made it highly relatable. It also tapped into wider conversations around burnout, productivity and the impact of sedentary work, giving it relevance beyond the campaign itself.
Crucially, it was built around action. Take a break. Get outside. Move your body. The campaign encouraged employers to formally support this behaviour, even calling on them to include “desk breaks” in working routines.
There was paid media supporting the campaign, but the idea carried because it fit naturally into people’s daily lives. It gave individuals and organisations a clear, practical way to respond, which is often where campaigns struggle to land.
YoungMinds – #missingthemark
*Image taken from youngminds.org.uk
This campaign, by charity YoungMinds, addressed a structural issue affecting young people. Students are facing increasing pressure in education, while access to mental health support in schools remains inconsistent.
#missingthemark brought that gap into focus using the familiar format of marked schoolwork. Instead of academic feedback, the red pen highlighted stress, anxiety and the absence of support.
The idea made the problem tangible. It placed mental health directly into the context where pressure is felt most acutely. However, crucially, it was linked to action. The campaign called for improved mental health provision in schools, encouraging students, parents and educators to share their experiences and push for change.
From a PR perspective, that connection between personal experience and systemic issue is what gave it weight. It turned individual stories into a collective call, which is what drives both coverage and momentum.
Final thought
Across all three PR campaigns, the common thread is not just awareness, but action. Each campaign starts with a clear, human insight. It then gives people something to do. Say it. Ask it. Challenge it. That shift from message to action is what allows these campaigns to travel and what makes them stick.
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