In PostFunnel’s ongoing “7 Commandments of Basic CRM Tactics” series, one of the tentpoles we analyze brands by is “being helpful.” In the current zeitgeist, customers expect brands to use their resources and platforms to, well, just plainly help people.
Mental health has been a struggle for many well before COVID hit. But for companies and consumers alike, the pandemic really brought the health crisis to the forefront. From employees going remote to parents becoming at-home teachers, the new stresses have only increased the need for mental health support. So, it shouldn’t come as a surprise that people across the country have reported a spike in mental health issues, according to Mental Health America:
- More than half of adults in the United States (totaling more than 27 million) with a mental illness don’t seek treatment.
- There was a 93-percent increase from 2019 to 2020 in the number of people looking for aid with anxiety screening.
- There was a 62-percent increase from 2019 to 2020 for depression screenings.
- The estimated number of adults with serious suicidal thoughts increased year-over-year by 664,000 people.
The need for mental health care is apparent, and in a time when it is imperative for brands to be helpful, we can see several that are stepping up to provide mental health awareness. Here are five ways companies can show their support.
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Promote/Donate proceeds to nonprofits
The concept of giving a certain amount or percentage of a product’s proceeds to a mental health organization has more of an impact than simply the monetary donation. For example, Naked Cashmere partnered with face mask brand Evolvetogether to offer masks with the message, “Be kind to your mind,” on the front. The brand donated $5 for every mask sold to Silence the Shame—a mental health education and awareness nonprofit organization. The money supported the cause, and customers wearing the masks also shared the message.
Some brands take that approach to an even higher level. You Are Enough Co. was launched after the founder lost a close friend to a mental health battle, and they offer clothing and accessories with uplifting slogans and messages about mental health. All of their proceeds go to mental health awareness and research.
Fashion house Kenneth Cole created the Mental Health Coalition, which works with mental health nonprofits to destigmatize mental health conditions. This trend of brands either donating proceeds or creating products that also shine a positive spotlight on the mental health conversation will only grow.
Encourage customers to express themselves
The acting of saying or writing a feeling can be therapeutic—especially when it’s an encouraging emotion. One brand brought that idea to life through a colorful, in-store garden.
Saks Fifth Avenue recognized Mental Health Month last year by hosting an Intention Garden, giving customers a place to write and “plant” their mental health intentions. The brand said they wanted to encourage people to make mental health a priority in every community. Customers could also write letters to someone who supported them, and Saks mailed those for them.
Form social connections
Knowing their audience mainly included young people, JanSport created a social media campaign providing them a way to share their mental health journeys. They found 7 out of 10 young people say that mental health issues weighed them down, so they created #LightenTheLoad. Using the hashtag on social media, their audience could share their stories and struggles, as well as connect to others on similar journeys. Facilitating these conversations helps destigmatize mental health issues.
Beyond the social aspect of the campaign, the brand also put together links to various mental health resources.
A brand with direct social media access and data, Pinterest found their users’ searches for “Mental Health Awareness Month” doubled last year compared to the previous one. In response, Pinterest devoted $10 million toward organizations that help give people access to care, improve research and bring awareness to mental health. They also partnered with the advocacy group #HalftheStory to provide content focused on digital wellness.
Post “unedited” photos and videos
From brands publishing untouched images to Instagram stars sharing realistic photos (ex. Instagram vs. reality), more campaigns are taking down the curtain to give consumers a look at how things actually appear. That trend helps promote mental health because audiences aren’t seeing unrealistic images to compare themselves too.
But, it isn’t only for photos—videos are also showing a more raw side. More influencers are using YouTube and Instagram stories to show things like a “day in the life,” which isn’t as glamorous as a heavily edited video. Beauty brand Olay has also vowed to publish zero skin retouching campaigns, including on their YouTube channel.
Consumers, especially younger ones, want to see brands post these types of “unedited” videos. They relate better to videos that show real people without all the makeup and designer clothes having authentic conversations, like those revolving around mental health issues.
Influencer Emma Chamberlain’s videos give a real look at her life through lifestyle videos, instead of the typical curated influencer content. Emma and other similar influencers display a level of vulnerability that better helps their audience connect with them. While these videos might not all specifically focus on mental health awareness, the fact that they present a more realistic story through video supports mental health.
Stay consistent and authentic with messaging
Beyond awareness months and targeted campaigns, brands that make mental health a consistent part of their marketing will come across as more authentic. The one thing worse than not showing support for mental health is doing so in a way that comes across as fake or forced.
The campaign needs to be on point with your brand’s identity—not like the brand is trying to jump on the mental health bandwagon. Also, keep the conversation going throughout the year so the brand isn’t only posting for the awareness month – to promote more authenticity and reduce the “it’s only opportunistic” criticism. If supporting this cause is important to the brand, it should be included in campaigns year-round.
And, as seen in many of the examples here above, many initiatives can mix two or more of these principles.