In the midst of the overwhelming negativity that fills our news feeds, there has been a noticeable shift towards socially-driven initiatives, including mental health marketing campaigns. This subject has faced significant stigma for a long time, but now, there are plenty of campaigns promoting a range of products and services aimed at supporting mental well-being. Celebrities and influencers are now openly discussing their mental health, and it seems that the topic has become a mainstream concern.
In this article, let’s discuss how to launch an ad campaign focusing on the user’s mental health aspect.
How to create a campaign promoting mental health
The process of launching a successful mental health marketing campaign can be divided into several phases:
Research Phase
- Conduct comprehensive research to understand the level of demand for mental health services and treatment in the GEO you are targeting.
- Assess whether the existing supply meets the demand. Identify any gaps or opportunities.
- Analyze marketing trends, considering supply and demand dynamics, forecasts, and expectations.
Campaign Development
- Carefully plan and consider various aspects of the campaign, including its topic, tone of voice, design, and main message.
- Ensure that the campaign reflects the overarching mission of the brand, which is, in this case, to provide individuals with the necessary tools to overcome mental health challenges.
Audience Engagement
- Directly address the target audience without intermediaries, using a communication style and format that resonates with them. Establish clear understanding and connection with the audience by delivering the message in a relatable and accessible manner.
- Focus on reaching the target audience effectively, utilizing appropriate channels and platforms. They can differ with different segments of your audience.
Brand as a Platform
- Utilize the brand as a platform to promote mental health itself, rather than solely focusing on selling products or services.
- Ensure that the campaign’s message is centered around mental health and the mission of providing support and tools.
- Create a sincere mental health marketing campaign that has a lasting impact beyond the campaign’s duration.
By following these phases, marketers can develop and execute effective mental health marketing campaigns that resonate with the target audience and contribute to positive change in the field of mental health.
Delicate topic
As mental health awareness continues to grow, companies are increasingly incorporating it into their marketing campaigns. However, it is important to recognize that choosing mental health as a campaign theme is not a guaranteed success. While messages related to mental health are crucial and should be promoted, there is a risk of trivializing or disconnecting from the reality of the issue.
Performative messaging, which lacks genuine action, can be counterproductive. Instead, building your brand on meaningful values will attract an audience that shares your mindset and beliefs.
It is essential to be mindful of how products or services are presented in relation to mental health. It is not just a topic for marketing campaigns; it is a complex issue with serious implications. For instance, if humor is used, it should be done in a way that respects people’s experiences and aligns with consumer needs, rather than undermining or trivializing them.
Two inspiring cases to go
Kicking the Stigma
As part of an NFL campaign, players were encouraged to customize their cleats to represent a cause that holds personal significance. In line with this initiative, a number of Indianapolis Colts players chose to support the Kicking the Stigma Foundation. This foundation aims to raise awareness about mental health and work towards eliminating the associated stigma.
Jelani Woods, a player who participated in the Kicking the Stigma initiative, has a deeply personal connection to the cause. In November 2022, three of his former teammates tragically lost their lives in a shooting incident on the University of Virginia campus. Woods shared how the mental health initiative by the Colts and the organization Kicking the Stigma provided support to him during this difficult time. He emphasized the challenges individuals face in accessing mental health resources, stating that although there are many available, it can be difficult for people to access them. Woods highlighted the importance of having someone to lean on when facing adversity, as simply telling individuals to “fight the mental part of the game” may not be sufficient to overcome the difficulties they are experiencing.
The Indianapolis Colts players who are backing the Kicking the Stigma program are conveying a powerful message: there is no shame in experiencing mental health issues, and it is important to openly discuss them. They emphasize that mental health challenges can affect anyone, regardless of their background or profession.
The analysis:
The campaign effectively conveyed the message that mental illness does not discriminate by featuring popular sports stars with large social media followings who openly discussed mental health and shared their personal experiences. This approach helped deliver a compelling message to a wide audience.
The NFL holds significant viewership across different generations, with a considerable percentage of Generation Z, millennials, Generation X, and baby boomers watching or following the league. This high level of engagement provides an excellent platform for initiating informal conversations about mental health across all generations.
The campaign utilized a combination of visually appealing cleat designs, a social media campaign, and press interviews where individual players openly discussed the campaign’s goals and its significance. The cleats were then auctioned off, with all proceeds going to the players’ respective charities. This multi-faceted approach helped generate awareness and support for mental health while also raising funds for charitable causes.
It feels good to share
This mental health campaign strategically aligns with the Christmas season, a time when many individuals experience heightened stress and anxiety. The accompanying video features a character named Larry, who attends a holiday gathering alone and navigates various social situations with friends and family. The campaign effectively portrays Larry’s true emotions.
It sheds light on the common pressure individuals often feel to “show up” and put on a smile, particularly during the holiday season. It addresses the societal expectation to appear happy and cheerful, even when facing internal struggles.
Amidst the festive cheer of Christmas, Walkers aims to remind us that this time of year can be lonely and challenging for some individuals. The campaign encourages people to be mindful of their loved ones who may be struggling and not to simply accept surface-level responses when asked how they are doing. Instead, it emphasizes the importance of genuinely inquiring about their true feelings by asking the age-old question, “How are you really?”.
The analysis:
This campaign successfully combines humor with a significant message, finding the right balance between the two. The advertisement incorporates playful elements, such as festive Christmas sweaters and relatable, awkward conversations with family members.
Conclusion
Mental health marketing campaigns have undergone a shift towards socially-driven initiatives that aim to tackle the stigma surrounding mental health and promote open dialogue. The key to creating an effective campaign lies in conducting thorough research, meticulous planning, and engaging directly with the target audience. It is crucial for brands to use their platform responsibly, ensuring that their messaging is genuine, actionable, and respectful towards the complexities of mental health. The inspiring examples of the NFL’s “Kicking the Stigma” campaign and Walkers’ mental health campaign exemplify the transformative power of marketing in raising awareness, fostering understanding, and providing support for individuals facing mental health challenges. Ultimately, these campaigns play a vital role in elevating the importance of mental well-being and fostering a more inclusive and empathetic society.
If you want to reach new GEOs and audiences, maybe it is all waiting for you on Telegram? We’ve prepared some material about Telegram audiences. What are the messenger’s users like this year? How old they are, what they do, and what they are interested in!
