World Mental Health Day

How Brands are Responding to a Global Movement

Every year on 10th October, the world pauses to recognise World Mental Health Day.

First observed in 1992, it was established by the World Federation for Mental Health as a way to raise awareness, challenge stigma, and advocate for better access to mental health services worldwide. What began as a relatively small initiative has grown into a global movement, with the World Health Organization (WHO) now playing a major role in promoting the day’s themes and driving government and corporate participation.

In the last decade, mental health has shifted from a “taboo” subject to one of the most talked-about social issues of our time. This change hasn’t happened by accident. Campaigns, charities, and brands have played a significant role in bringing conversations into the mainstream, and marketing has been at the heart of how those messages spread.

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Why World Mental Health Day Matters

Mental health affects everyone. According to WHO, one in eight people worldwide live with a mental health condition, yet access to care remains uneven, particularly in lower-income regions. The day provides a moment not just to talk, but to advocate: for better funding, better support, and a better cultural understanding of mental health.

For marketers, it’s also a chance to reflect.

Mental health has become a powerful brand theme; not just because it “sells well” but because consumers now expect authenticity, empathy, and action from the companies they support.

How Brands Have Adapted to Focus on Mental Health

Marketing has always mirrored society’s concerns. Today, brands that ignore mental health risk appearing out of touch, while those that embrace it authentically, can forge lasting connections.

Some notable examples include:

Headspace and Calm

Headspace and Calm are examples of apps that have built entire business models around mental health, capitalising on the growing appetite for accessible, digital-first wellbeing tools. Both brands have taken what was once seen as a niche or even “alternative” practice; “mindfulness and meditation” and made it mainstream through simple design, friendly branding, and mass-market marketing campaigns.

Headspace began by offering guided meditation sessions and has since expanded into sleep support, stress management, and corporate wellbeing programmes, partnering with companies to provide employees with tools for better mental health at work. Calm, meanwhile, has taken a more entertainment-led approach; producing celebrity-narrated sleep stories, ambient music partnerships, and immersive advertising. Its sponsorship of CNN news coverage in the US, where it deliberately turned “moments of chaos” into mindful ad breaks, was a striking example of how a brand can disrupt the usual media flow to emphasise calmness.

These apps are not just products; they’re cultural movements, helping to normalise conversations around stress, anxiety, and sleep. By embedding mental health practices into daily routines, they’ve shown how digital platforms can transform wellbeing from a private struggle into a widely shared, socially accepted behaviour.

Dove’s Self-Esteem Project

While not solely mental health focused, Dove has championed campaigns tackling body image and confidence, both of which tie closely into young people’s mental wellbeing.

Since launching its Campaign for Real Beauty in 2004, Dove has consistently challenged unrealistic beauty standards and promoted inclusivity in advertising. The brand’s Self-Esteem Project, launched in partnership with psychologists and youth organisations, has provided educational resources to millions of young people worldwide; focusing on resilience, confidence, and self-worth.

These initiatives demonstrate how a brand can go beyond surface-level messaging, actively working to improve mental wellbeing by reshaping how society talks about beauty and self-image.

Heads Together (Royal Foundation)

Launched in 2016 by The Prince and Princess of Wales alongside Prince Harry, Heads Together was one of the most high-profile mental health campaigns in the UK. By combining the influence of the Royal Family with partnerships across major charities and media outlets, the initiative achieved something crucial: it made conversations about mental health part of everyday dialogue. The campaign’s emphasis on “It’s okay not to be okay” was amplified through sporting events like the London Marathon and media collaborations that put real stories of struggle and recovery front and centre.

By using storytelling, celebrity advocacy, and institutional credibility, Heads Together helped shift mental health from a private concern to a public priority.

Ben & Jerry’s

Ben & Jerry’s has long been known for weaving activism into its brand DNA, and mental health has been no exception.

Instead of approaching it in isolation, the ice cream maker has drawn attention to the interconnectedness of mental wellbeing with broader social issues. Campaigns have highlighted how racial injustice, economic inequality, and climate change contribute to collective anxiety, particularly among younger generations.

By framing mental health in this wider context, Ben & Jerry’s avoids the trap of reducing it to a marketing trend, instead making it part of their ongoing commitment to social responsibility and systemic change.

Workplaces

Beyond external campaigns, many companies are using World Mental Health Day as a catalyst for internal change.

What once might have been marked by a generic email or awareness poster is now being treated more seriously: offering mental health days off, running wellbeing workshops, providing access to therapy apps like Headspace or Calm, or encouraging leadership teams to share their own experiences.

Some organisations have introduced flexible working policies, employee resource groups, and anonymous feedback systems to foster healthier working cultures. Storytelling campaigns led by staff have proven particularly powerful, as they reduce stigma and make conversations about mental health feel less corporate and more human.

The Risk of Superficiality

Of course, not every brand gets it right. Much like Pride Month, there’s a fine line between genuine support and “awareness washing.” A hashtag or one-day campaign without follow-through can feel tokenistic.

As Philip Kotler might argue, the strength of a brand lies in authenticity and consistency.

A mental health post once a year is not enough.

Consumers; particularly younger audiences, are savvy at spotting when companies are paying lip service.

Marketing’s Role in the Future of Mental Health

George Orwell once said;

“to see what is in front of one’s nose needs a constant struggle.”

Mental health awareness in marketing is a case in point: what was once hidden in plain sight is now unavoidable.

But this is not just about brands selling products. It’s about how marketing can contribute to cultural shifts: removing stigma, promoting inclusivity, and encouraging healthier ways of living and working.

If marketing is about connecting with people at their deepest needs, then mental health is one of the most human, universal needs of all.


TL;DR

  • World Mental Health Day (10th October) started in 1992 to raise awareness and challenge stigma around mental health.

  • The day has grown into a global movement, supported by WHO and countless charities and campaigns.

  • Brands have embraced mental health themes: from Calm and Headspace to Dove’s Self-Esteem Project and Heads Together.

  • The challenge is avoiding tokenism – one-off campaigns don’t resonate without long-term action.

  • For marketers, the day is both a reminder and an opportunity: authentic support for mental health can build trust, loyalty, and positive cultural impact.