World Mental Health Day reminds us all of the ongoing global efforts to raise awareness around mental health, reduce stigma, and offer support to those who need it. Mental health has become an essential focus in nearly every sector, from healthcare and education to workplace environments and even brand marketing.

As individuals and communities increasingly open up about their struggles and experiences, brands have an opportunity—and responsibility—to play a meaningful role in this dialogue. Through thoughtful campaigns and partnerships, brands can not only engage their audiences but also contribute to the broader mission of promoting mental wellbeing.

Mental health is a universal concern, touching people from all walks of life. While mental health issues have long been a part of human experience, recent events, such as the COVID-19 pandemic, have magnified the challenges many face.

Lockdowns, social isolation, and economic instability exacerbated mental health problems for millions, and though the pandemic has subsided, the mental health crisis remains. Brands, with their wide reach and influence, are in a unique position to lead meaningful conversations about mental health, not just as sellers of products but as advocates for social wellbeing.

Today, people expect the brands they support to stand for more than just profit—they want to see real action, empathy, and support for pressing societal issues, including mental health.

So, to celebrate, let’s take a look at some mental health and wellbeing social media campaigns from this year and the last few years that resonated deeply with audiences, demonstrating how brands can effectively engage with these critical conversations.

2024 Campaigns

ASICS and Brian Cox: The Desk Break

As more businesses pull staff back into the office full-time post-pandemic, ASICS’ latest campaign is inspired by the findings from its recent study State of Mind, which highlighted that our mental state starts to decline after just two hours of continuous desk-based working. So, the sports brand has launched The Desk Break Clause – an employment contract clause that gives workers the legal right to additional 15-minute movement breaks during their working day.

To bring the campaign’s message to life, the brand recruited Succession star Brian Cox – otherwise known as famously dictatorial media mogul Logan Roy – to rally employees behind the real threat to our mental health in the workplace: the desk. Led by the brand’s agency partner Golin, the PSA-style campaign film sees Cox deliver a rousing speech to employees while decked out in a fit clearly inspired by WFH culture.

Maybelline New York: Brave Together

Cosmetics brand Maybelline is shining a spotlight on young people’s split relationship between social media and mental health with a powerful new campaign. Developed by London-based agency Nice and Serious, the work is informed by the insight that a shocking 73% of Gen z suffer with anxiety and depression, with these feelings exacerbated by the increased amount of time they spend on social media.

Forming part of Maybelline’s ‘Brave Together’ initiative, the work aims to empower young people by making mental health support more accessible than ever. The importance of this is underlined by the fact that 77% of Gen Z feeling pressure on social media to look good.

Spotify: Take a Beat

Spotify has launched a new phase of its "Take A Beat" campaign, coinciding with World Mental Health Day. The initiative features a hero film with London rapper and zoologist Louis VI, highlighting the positive impact of nature on mental health. "Take A Beat" brings nature’s healing sounds into a dedicated hub on the platform, offering a range of nature sounds, meditations, and podcasts backed by scientific research.

The campaign aims to make nature’s benefits more accessible, particularly to underserved communities in the UK, and will award micro-grants to grassroots organizations working at the intersection of mental health and nature. It will run globally across more than 20 markets with a mix of digital and out-of-home advertising.

Ruby Wax and Frazzled: Small Talk

The saying “laughter is the best medicine” might be a cliche, but as with all overused phrases, there's usually some truth to them. Studies have proven that a good laugh can do wonders for your body, but it's not just laughter—simply talking things through can also work heal the soul and mind. That’s exactly why comedian and mental health advocate Ruby Wax is on a mission, with the aid of Revolt, to help those feeling "frazzled".

Frazzled is a mental health charity founded by Wax. It provides a safe, non-judgmental space for people to share their feelings and experiences regarding the stresses of modern life. The café hosts various meetings, including large sessions with Wax, smaller facilitated gatherings, and face-to-face discussions, all focused on fostering a supportive community rather than offering therapy or solutions. In collaboration with Revolt, Frazzled has launched its first major ad campaign since its 2017 inception on World Mental Health Day, featuring a new design and comedic tone that aims to deepen audience connections and make discussions about emotions more approachable.

The Best of the Last 7 Years

Deloitte: #WhatsReallyOnYourMind

Deloitte’s #WhatsReallyOnYourMind campaign leveraged TikTok influencers to open a conversation about mental health in the workplace. Featuring well-known creators like @drkojosarfo, the campaign explored issues such as burnout, workplace stress, and how to support colleagues who may be struggling. The creators provided practical tips and advice, fostering an open dialogue about mental health that was relevant not only to employees but also to employers, encouraging healthier, more supportive workplace environments.

Adidas: Run to Reconnect

Adidas’ “Run to Reconnect” campaign used the personal stories of everyday runners to emphasize the mental health benefits of physical activity. The documentary-style videos captured how running helped people manage stress, anxiety, and other challenges. The campaign wasn’t confined to online messaging—it extended to real-world events like in-store retreats and guided mindfulness runs, showing Adidas’ commitment to helping people take positive action for their mental wellbeing.

Norwich City Football Club x Samaritans: World Mental Health Day 2023

In a particularly moving campaign for World Mental Health Day 2023, Norwich City Football Club teamed up with the mental health charity Samaritans. The result was a powerful advert that subverts expectations and subtly highlights the hidden nature of mental health struggles. The ad featured two men attending football matches, with one visibly engaged and the other withdrawn. It is only in the final moments, after the talkative man’s absence is noted, that the audience realizes the depth of his friend’s grief. The campaign's emotional depth resonated widely, garnering tens of millions of views and praise for its authentic portrayal of mental health issues.

Dove: Cost of Beauty: A Dove Film | Dove Self-Esteem Project

Dove’s "Cost of Beauty" campaign powerfully addressed the issue of toxic beauty standards and their impact on young women’s mental health. The campaign followed a young girl named Mary, showing her journey from a happy child to a teenager struggling with body image issues exacerbated by social media. With heartbreaking personal footage, Dove shined a light on the real-world consequences of appearance hate, while offering resources for recovery and self-esteem building. The film ends on a hopeful note, showcasing Mary in recovery, with the message that help and healing are possible.

Holland & Barrett: Me.No.Pause

Holland & Barrett’s 2019 campaign, Me.No.Pause, addressed the mental health struggles associated with menopause, an often overlooked topic. Using CGI to simulate the effects of anxiety and mood swings, the campaign empowered women to feel seen and supported during this challenging life phase. The brand linked the campaign to its product line, offering practical solutions alongside emotional support.

Final Thoughts

As we continue to break down the stigma surrounding mental health, the role of brands will remain critical. Whether through amplifying marginalized voices, creating safe spaces for open discussion, or directly supporting mental health initiatives, the actions brands take today will shape the mental wellbeing of future generations.

This World Mental Health Day, let us celebrate the strides we’ve made while recognizing the work that still lies ahead. Through empathy, education, and action, we can foster a world where mental health is treated with the care and attention it deserves, making life better for everyone.