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Brief Published: 12 Oct 2020

Brand Initiatives for World Mental Health Day


In a year that has seen a steep rise in pandemic-fuelled anxiety, financial pressures and domestic difficulties, World Mental Health Day (WMHD) (October 10) is a more important opportunity than ever to shed light on mental wellness. We explore new campaigns which nudge consumers into taking care of their psychological wellbeing.

  • Mental Health in Focus: Sky News dedicated a day of coverage to how Covid-19 has impacted consumers’ mental health. Topics covered isolation and loneliness, business precarity and the unique experience of young people in the pandemic.
  • One Small Step: UK mental health charity Mind launched its ‘Do One Thing’ campaign which encourages people to take one small step – such as going for a walk or doing something creative – to improve their mental health. This campaign was inspired by a recent Mind survey which found that 60% of adults and 68% of young people in the UK said their mental health declined in lockdown. 
  • Calling Out for Care: Similarly, the World Health Organization (WHO) launched #MoveforMentalHealth, a social media campaign which encourages people to record the activities they do – such as dancing, yoga or painting – to boost their psychological health.
    The WHO also debuted its digital stress management guide on WMHD – read our recent brief on the new Facebook mental health platform which will feature the guide.
  • Feel-Good Festival: UK mental health companies Calmer and Psychreg held a virtual event to promote positive mental wellbeing. The Good Mental Health festival featured talks, presentations and workshops to help empower consumers to take the reins of their psychological wellness.
  • Wellness in the Workplace: Mindfulness app Headspace launched ‘Be Kind to Your Mind’, a call-to-action for employers to help ease their workers’ mental stresses. A Headspace survey found that only 34% of respondents said their employers provided services and tools for mental health in September, falling from 48% in May. The campaign acts as a reminder for brands to support their workers year-round, not just in reaction to unprecedented times.

See our Wraparound Wellness topic to find more content exploring how to boost consumers’ mental health.