Life in the past year has been anything but normal. While most of us grope our way in unfamiliar territory, there’s something that has gone unnoticed - declining mental well-being. Trying to establish a balance between work, leisure, what still accounts for normal and what doesn’t, the growing numbers of dwindling mental health cases suggest that we are anything but okay. Brands have started taking cognizance of this too and constantly integrate reminders of mental well-being with brand strategy. You’ve noticed the same, right? India and overseas, here are some of the ones we loved.
Food brands are going all out to spread the message of mental well being
Parle-G, the most loved biscuit brand took to Instagram to remind people to smile and encouraged people to write how they feel in the comments. This led to many penning down that the brand had in fact made them smile and they were otherwise not feeling too great and the message was a reassuring gesture. One user wrote, “This just made my day🥺I was so glum since morning...was feeling so negative 🥺🥺 thank you so much for this reassurance 💕💕💕🥺🥺.”
Another brand that is always known for promoting mental well-being is Maltesers. The brand has often made headlines for its narrative on coping with tough times, getting through mental health issues, etc. The Mars-owned brand came out with a campaign on Mother’s Day in the UK, wherein they shed light on maternal mental health.
KitKat - a chocolate brand that has always emphasized the need to ‘Take a Break’, did just that in a fun way. In a tweet captioned ‘Things I need right now, they went ahead to suggest what was absolutely on all our minds and what we could certainly do with right now.
Zomato - the food delivery app that has been known to promote the need to prioritize your eating habits, your mental health, and your well-being overwork, has once again come up with a quirky way of spreading this message. “dear managers,” the tweet reads “it's not fair to put so many responsibilities on someone who can't even decide what to eat for lunch.”
How are fashion brands talking about the importance of peace of mind?
In an attempt to reach out to the younger generations who have just been put through the stress of an unprecedented pandemic, JanSport came up with its #LightenTheLoad campaign that targets Gen-Z in reaching out to them, knowing what they are going through, putting them in touch with the right resources for coping with mental issues and assuring them that help is around.
With May being Mental Health Awareness month, loungewear brand Madhappy created a safe space for people to come together and speak about their mental health. They also collaborated with partners to create resources that would encourage a healthy discussion about mental health issues, help people going through these and facilitate a good environment to cope.
Exhale Label - an Indian fashion brand founded by Palak Shah spreads the message that ‘It’s okay to not be okay’ and does this through easy-going fashion and style. The brand believes it is important to have a well-balanced body, mind, and soul and aims to start conversations around the subject of mental health in the Indian community.
Cosmetic brands get people talking about mental health with eventful campaigns
Maybelline New York, a premier cosmetic brand launched their campaign ‘Brave Together’ that aims to spread the message of mental well-being, destigmatize mental health conditions such as anxiety and depression and provide a safe space for people to speak about what they are going through and feel loved.
Rare Beauty - makeup brand by Selena Gomez too pioneered a campaign #MentalHealth101 that devoted the entire month of May to the cause of mental well being. The posts that were put up through the month acted as conversation starters of mental health discussions, experts came on board to give their views on the subject and encouraged followers to donate to the fund aimed to spread awareness.
Why are brands pioneering campaigns that focus on mental health?
With the COVID-19 pandemic, people’s anxiety levels were through the roof and instead of revolving campaigns around the usual quirky, innovative stuff, brands decided to do their bit for their consumers - ask them how they are and help them through it.
You may have seen it too, right from banks to insurance companies to fashion brands, to grocery brands to eCommerce platforms, companies have been taking note of mental health and taking a step to make their customers know it's okay to not be okay.