Mental Health Awareness Month: Why Brands Must Care (and How to Do It Right)
May marks Mental Health Awareness Month, and for brands, it’s more than just another calendar moment. With growing awareness around psychological well-being, companies now have both a powerful opportunity and a responsibility to show up with empathy, authenticity, and purpose. But it’s not just about feel-good messages. Integrating mental health into your marketing strategy can drive brand loyalty, consumer trust, and meaningful impact.
Mental health in marketing isn’t a fleeting trend—it’s a deeply human concern that intersects with how people live, work, and connect. When brands champion mental wellness, they become more than just a product or service provider. They become part of the support system that many are desperately seeking.
So, how should brands approach mental health in their campaigns? What are the dos, the don’ts, and the brands that got it right? Let’s dive in.
Why Mental Health Matters in Marketing
The global mental health crisis is not just a health issue; it’s a societal and economic one. According to the World Health Organization, depression and anxiety cost the global economy an estimated US$1 trillion per year in lost productivity (Source: WHO).
At the same time, today’s consumers, especially Gen Z and Millennials—are more emotionally intelligent and socially aware. They value brands that take a stand on mental wellness, inclusivity, and purpose. If your brand communicates with empathy, you’re not just being “nice”—you’re being strategic.
Consumers no longer just buy products; they buy values. They align with brands that reflect their beliefs. Mental health awareness is a critical part of that equation. Marketing that incorporates compassion and humanity resonates deeply because it acknowledges the reality of the human experience.
Brands that actively support mental health aren’t just meeting their audiences where they are—they’re helping to make it okay to talk about tough topics. And in doing so, they’re building emotional equity that can’t be bought with discounts or flashy ads.
Practical Ways Brands Can Support Mental Health
Supporting mental wellness in marketing goes beyond a one-off post or a temporary campaign. Here’s how brands can do better:
- Audit Your Own Messaging
Language matters. Avoid content that perpetuates burnout culture, hustle obsession, or unrealistic body standards. Review your taglines, social captions, imagery, and campaign narratives through a mental health lens. Are you encouraging self-care or self-criticism? Are you uplifting your audience—or exhausting them?
- Empower Employees First
Before you champion mental health externally, ensure your internal culture reflects the same values. Mental health days, access to therapy, mental health first-aiders, and supportive leadership are powerful statements. When employees feel mentally supported, they become authentic ambassadors for the brand.
- Collaborate with Mental Health Experts
Whether it’s a campaign or content piece, partner with psychologists, NGOs, or licensed therapists to ensure accuracy, sensitivity, and relevance. Co-creating resources, hosting webinars, or amplifying the voices of real mental health advocates can lend credibility and trust.
- Create Safe Spaces on Social Media
Moderate comment sections, discourage toxic interactions, and build positive communities. Social platforms can be harsh, especially around sensitive topics. Invest in community guidelines, responsive moderation, and campaigns that foster kindness.
- Use Platforms to Educate, Not Exploit
Raise awareness through content that informs and empowers. Whether through blog articles, short videos, or infographics, aim to add value. You can spotlight coping strategies, highlight signs of burnout, or direct users to helplines and support resources. Be a bridge to help, not a billboard for branding.
Case Studies: Brands That Got It Right
- Dove – “Reverse Selfie”
Dove has consistently tackled beauty standards and self-esteem, but its “Reverse Selfie” campaign struck a chord. By showing how filters distort reality and affect teen mental health, the brand sparked global conversation about body image and digital wellness. Importantly, Dove backed its message with education and advocacy, including real stories and partnerships with influencers such as Lennnie for a mental health campaign on TikTok. (Source: Dove)
- Lululemon – “Feel Campaign”
Lululemon’s “Feel” campaign took a refreshing and human-centred approach to mental wellness, aiming to open up conversations around emotional health through movement and mindfulness. The campaign highlighted the connection between physical activity and mental well-being, featuring real stories from athletes, ambassadors, and community members. It also included partnerships with mental health organisations to provide accessible resources and expert-led content.
What stood out was the emotional honesty of the storytelling—participants talked openly about anxiety, self-doubt, and healing, connecting deeply with audiences beyond the fitness community. Lululemon’s brand message extended beyond apparel into holistic well-being, making it more relevant and relatable. (Source: Forbes)
Image source: letstalk.bell.ca
- Bell Canada – “Let’s Talk”
With over a decade of consistent investment, Bell’s “Let’s Talk” campaign has invested over $184 million since 2010 to mental health causes while fostering open conversations. It works because it isn’t a one-off stunt — it’s a long-term commitment. The campaign also encouraged user-generated content, allowing people to share their own stories, reducing stigma across communities. (Source: Bell Let’s Talk)
Pitfalls to Avoid
While the intention might be good, many campaigns still miss the mark. Here’s what to steer clear of:
- Tokenism: Don’t show up for Mental Health Awareness Month and disappear the rest of the year. Consistency matters more than seasonal performance.
- Over-promising: If your workplace is toxic or your product adds to stress, focus on fixing that first. Your external narrative should reflect your internal truth.
- Triggering Language or Imagery: Avoid dramatising mental illness for effect. Avoid clichéd visuals like crying models or overused phrases like “crazy” or “insane.” Be factual, compassionate, and respectful.
- Jumping on the Bandwagon: If your brand has never supported social causes, jumping in without a clear plan can feel insincere. Start small, be honest, and build up credibility over time.
Ask Yourself This…
Mental Health Awareness Month isn’t about performative empathy. It’s a chance for brands to walk the talk—internally and externally. By showing up with consistency, collaborating with the right voices, and building safe, inclusive communities, brands can play a part in destigmatising mental health.
In doing so, they don’t just earn hearts. They earn lasting loyalty. Consumers remember how a brand made them feel. If your brand can be a source of support, calm, and encouragement—especially in a noisy world—you’ll earn more than sales. You’ll earn trust.
So, as May rolls in, ask yourself: How can your brand be a source of strength, not stress?