If you’ve noticed that marketing campaigns focusing on mental health are becoming more common, you’re not alone. With approximately 205 million people globally reporting having a mental health condition, brands are waking up to just how widespread the issue really is.
From community support and mindfulness practices to connecting with nature, these marketing campaigns are taking the stigma out of mental health and opening the door to have more comfortable conversations about it. Let's take a look at six campaigns that are reshaping the narrative and making a real impact in how we view and address mental wellness.
For lots of brands, mental health campaigns are less about winning new business and more about reputation-building, putting their values and priorities front and center. Based on our data, these brands are on the right track, especially with younger audiences like the 41% of Gen Z who say they want brands to be socially responsible.
Spotify’s “Take a Beat” campaign flips the script on how we use music for mental wellness and the message is clear: music therapy isn't just a buzzword, it can also be a form of self-care. Spotify's initiative encourages users to take mindful pauses with curated playlists, thoughtfully designed to uplift and calm. By weaving music into daily routines, listeners find a simple yet powerful way to reset, recharge, and reconnect with themselves.
An example playlist from the Take a Beat hub on Spotify.
ASICS is on a mission to connect the dots between movement and mental health with its "Desk Break" initiative by focusing on the importance of short, intentional breaks during the workday.
In the ad, Succession actor Brian Cox drives home the powerful connection between physical activity and mental wellness with a simple message to viewers. Instead of staying chained to your desk, take charge of your well-being by choosing to "move your mind." With a spotlight on the transformative impact of movement, the ad reminds us that even just 15 minutes of activity can help reverse the negative effects of prolonged sitting, and improve mental and physical health.
Maybelline’s “Brave Together” campaign is all about supporting people experiencing anxiety and depression. This initiative focuses on offering tools, resources, and fostering a community where honest conversations about mental health are welcomed. By breaking down the stigma, Maybelline makes seeking help feel less intimidating.
Created in partnership with youth charity Ditch the Label, the ad follows the story of a girl caught up in the pressures of social media. After scrutinizing her appearance and comparing herself to others online, her confidence slips and she starts feeling inadequate, withdrawn, and deeply unhappy. This campaign really gets to the heart of younger generations' experiences, especially with 18% of Gen Z saying that using social media causes them anxiety.
The ad shines a light on the negative impact social media can have on mental health, particularly for young people. But it ends on a hopeful note when a friend encourages her to reach out to Ditch the Label for support, reminding us that seeking help and speaking up can change everything.
During the US election night coverage on November 5, 2024, the meditation app Calm purchased 30-second ad slots on major networks like CNN, ABC, and Comedy Central. These ads delivered one straight-forward message: "We bought this ad space to give you 30 seconds of silence. Yep, just silence." By offering a moment of calm during the chaos, the thoughtful brand aimed to highlight the importance of mental health and offer viewers a restorative pause during a high-anxiety evening. It’s not surprising this resonated with viewers. In July 2024, we found that just over 4 in 10 Americans said they were extremely concerned about the results of the election.
Marketing experts praised the initiative not only for its timeliness but also for hitting the right issue at the right moment. The silent ad really resonated with viewers who were grateful for the peaceful interlude during an otherwise overwhelming night. By prioritizing mental health and promoting the benefits of mindfulness, Calm’s campaign reminded us that even the smallest pause can help ease stress and support emotional wellbeing.
WWF's "A Prescription for Nature" campaign reminds us that reconnecting with the great outdoors can be a major mental health boost. From taking a leisurely walk through the park and engaging in bird-watching to hiking a scenic trail, this initiative shows that simple activities offer an effective way to reduce stress and anxiety.
The ad plays out in a doctor’s office, where the doctor writes a prescription that’s not for antidepressants or other medicine, but for time in nature. It zeroes in on the restorative power of being outside and the benefits of spending time in nature as a remedy for stress, anxiety, and disconnection in modern life.
The ad connects the ideas that nature isn’t just something to be protected, but also something humans can depend on for health and happiness. By combining creativity with advocacy, WWF not only encourages viewers to embrace nature for their own benefit, but also inspires action to preserve it for future generations.
McDonald’s marked Mental Health Awareness Week by launching “The Meal”, a powerful mental health campaign where the fast food giant removed the iconic smile from millions of its Happy Meal boxes across the UK to raise awareness of children’s mental health.
As part of the campaign, an emotional ad showed a child expressing feelings of sadness that really highlighted the need to normalize mental health conversations early in life.
Let’s take a quick look at what all these mental health ads/campaigns have in common that makes them successful.
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.
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.
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, December 2024, and August 2025.
Useful mental health resources: