You’ve probably noticed that marketing campaigns focusing on mental health are increasingly common – and it’s not hard to understand why. According to our data, approximately 205 million people globally report having a mental health condition.
Whether it’s through community support, mindfulness practices, or connecting with nature, these marketing campaigns are breaking down barriers and making mental health a more approachable topic. Let’s dive into six campaigns that are leading the way and making a difference in how we perceive and address mental wellness.
6 mental health campaigns to know about in 2025
- Spotify: Take a Beat
- ASICS: The Desk Break
- Maybelline: Brave Together
- CALM: “30 seconds of silence”
- WWF: Prescription for Nature
- McDonald’s: The Meal
For most organizations, mental health campaigns aren’t about winning new business; instead, they’re essentially reputation-building exercises intended to show that the brand in question knows what matters in life and has its priorities right. Our data shows that these brands are on the right track, especially when it comes to younger audiences, with 41% of Gen Z saying they want brands to be socially responsible.
1. Spotify: Take a Beat
Spotify’s “Take a Beat” campaign is redefining how we use music for mental wellness. Music therapy isn’t just a buzzword — it’s a proven way to manage mental health challenges. Spotify’s initiative encourages users to take mindful pauses with curated playlists, designed to uplift and calm. By integrating music into daily routines, listeners find a source of comfort and resilience. It’s a simple yet powerful way to help individuals hit pause and reconnect with themselves.
An example playlist from the Take a Beat hub on Spotify.
2. ASICS: The Desk Break
ASICS is on a mission to bridge the gap between physical activity and mental wellness with its “Desk Break” initiative. The campaign focuses on the importance of short, intentional breaks during the workday to enhance mental health.
The ad, featuring Succession actor Brian Cox, emphasizes the powerful connection between movement and mental wellness. It delivers a compelling message to viewers: don’t be a slave to your desk. Instead, take charge of your well-being by choosing to “move your mind.” Highlighting the transformative impact of movement, the ad reminds us that just 15 minutes of activity can help reverse the negative effects of prolonged sitting, fostering better mental and physical health.
3. Maybelline: Brave Together
Maybelline’s “Brave Together” campaign is designed to support those experiencing anxiety and depression. This initiative focuses on offering accessible resources and fostering a community where open conversations about mental health are encouraged. By breaking down the stigma, Maybelline’s making it easier for people to seek the help they need without fear of judgment.
This ad, created in partnership with youth charity Ditch the Label, follows the story of a girl who becomes increasingly consumed by social media. Constantly scrutinizing her appearance and comparing herself to others online, she begins to feel inadequate, withdrawn, and deeply unhappy. With 18% of Gen Z saying that using social media causes them anxiety, this campaign is really getting to the heart of younger generations’ experiences.
The ad highlights the damaging impact social media can have on mental health, particularly for young people. In a moment of hope, a friend encourages her to reach out to Ditch the Label for support, showing the importance of seeking help and starting a conversation about how she feels.
4. CALM: 30 Seconds of Silence
On November 5, 2024, during the US election night coverage, the meditation app Calm purchased 30-second advertising slots on major networks like CNN, ABC, and Comedy Central. These ads delivered a powerful message: “We bought this ad space to give you 30 seconds of silence. Yep, just silence.” By offering a moment of stillness amid the chaos, Calm aimed to highlight the importance of mental health and provide viewers with a brief, restorative pause during an anxiety-inducing evening. In July 2024, we found that a little over 4 in 10 Americans said they were extremely concerned about the results of the election, so it’s not surprising this resonated with viewers.
Marketing experts praised the initiative not only for its timeliness but also for addressing an essential issue. The silent ad struck a chord with viewers, many of whom expressed gratitude for the peaceful interlude during an otherwise overwhelming night. By prioritizing mental health and promoting the benefits of mindfulness, Calm’s campaign served as a vital reminder that even brief moments of stillness can help manage stress and foster emotional wellbeing.
5. WWF: Prescription for Nature
WWF’s “A Prescription for Nature” campaign is all about reconnecting with the great outdoors to boost mental health. This initiative highlights the calming and restorative effects that spending time in nature can have on our minds. Whether it’s taking a leisurely walk through a park, engaging in bird-watching, or hiking a scenic trail, these activities offer a simple yet effective way to alleviate stress and anxiety.
The ad is framed in a doctor’s office, where the GP writes a prescription, not for antidepressants or other medicine, but for time in nature. It highlights the restorative power of being outside, promoting time spent in nature as a remedy for stress, anxiety, and disconnection in modern life.
The ad underscores the idea that nature is not just something to be protected, but also an essential part of human health and happiness. By blending creativity and advocacy, WWF encourages viewers to embrace nature for their own benefit while also inspiring action to preserve it for future generations.
6. McDonald’s: The Meal
To mark Mental Health Awareness Week, McDonald’s launched a powerful mental health campaign called “The Meal”. The initiative saw the fast food giant remove the iconic smile from millions of its Happy Meal boxes across the UK to raise awareness of children’s mental health.
The campaign includes a touching ad featuring a child expressing feelings of sadness, emphasizing the importance of normalizing discussions about mental health at a young age.
What makes a good mental health campaign?
Let’s take a quick look at what all these mental health ads/campaigns have in common that makes them successful.
They feel authentic and relatable
The mental health campaigns we’ve highlighted stand out for their relatability and human touch. The WWF ad, featuring a real doctor, grounds the message in authenticity, making it feel personal and trusted. Similarly, the McDonald’s ad captures a sweet candidness through the voices of children, whose innocence and honesty make the conversation around mental health approachable and heartfelt. Together, these campaigns connect with audiences in a genuine and impactful way.
They’re guided by data
The best mental health campaigns draw attention to what’s happening right now, and they’re backed up by stats. When the story builds on actual insights, it’s much more connected to the sentiment of the moment.
For example, our data shows that younger people are typically more likely to experience mental health issues than older generations. Gen Z is 51% more likely to report having a mental health condition compared to Millennials and 44% more likely to be prone to anxiety compared to Baby Boomers.
Using this data to craft campaigns that speak to the audiences it’s more relevant to, makes sure they have the biggest impact.
They include a clear message and call to action
There’s a consistent message running through all the mental health campaigns we’ve covered here: there are small and effective changes we can make to our everyday lives that can boost our mental wellbeing, and help is available. This simple but impactful message can make all the difference.
This article has been updated to reflect its importance. Originally published in August 2019, it was refreshed in January 2023, March 2024, and December 2024
Useful mental health resources: