One of the positives that came from the pandemic has been a renewed sense of self care and putting one’s mental health first. We’ve seen this trend reflected in the workforce as companies are working to reinvent protocols and policies to meet employee demands for a greater work-life balance. This National Mental Health Awareness Month, more companies have also leaned into the conversation with campaigns that empower audiences to rest, seek help and share their stories of the impact of trauma on their physical, emotional and mental well-being. The below brands really hit the mark as champions of normalizing putting ourselves first.
L.L. Bean silences social media.
If you have visited one of L.L. Bean’s social media channels this month you may have noticed nothing new has been posted in the last three weeks. The outdoor retailer’s Instagram feed (@llbean), for example, has been wiped clean with the exception of a graphic that says “Gone Fishin’ See you June 1 #Mental Health Month.” No, the entire social media team didn’t quit during the Great Resignation. Rather, the company launched a campaign to silence the noise of social media and encourage fans and followers to unplug and get outside. As part of the campaign, L.L. Bean launched a two-year partnership with Mental Health America starting with an initial investment of $500,000 to support community-based programs that promote wellness benefits of time spent outdoors, including anxiety and stress reduction and more. Not only was the concept authentic to the outdoor retailer but the company’s efforts will continue beyond the awareness month.
Pinterest creates positive content to reduce stigma.
Speaking of social media, Pinterest went the opposite direction and instead of going dark partnered with The Mental Health Coalition to generate positive content and reduce stigma around mental illness in the form of mood boards on topics, such as mindfulness, intentionality and digital health. The campaign kicked off with an immersive event in New York City which featured six installations and speakers from the fashion, entertainment and wellness industries. For the event, the company partnered with Joybird to create color furniture for mood rooms throughout the space. Walking its talk, Pinterest also made investments that go beyond the campaign, donating $6 million to its “purpose partners,” including the Trevor Project, Mental Health Collective and more. And it announced an expansion of the platform’s “compassionate search” feature, which is currently available in 12 countries and offers users interactive activities to boost mood. At a time when legislators are calling for increased regulation against the harmful effects of social media, Pinterest is separating itself from other platforms by sharing joy and spreading positivity.
Maybelline’s #BraveTogether campaign builds community and lends a voice of support.
For the second consecutive year, Maybelline partnered with the storytelling platform Wattpad to execute #BraveTogether, a campaign that encourages people to share their stories of facing obstacles and overcoming adversity. At the top of the campaign, the organizations co-hosted #WattpadSpeaks: Getting Creative with Self-Care, a virtual event that featured Wattpad writers who shared their own experiences with mental health struggles. Throughout the month, the cosmetics brand and global entertainment company are creating a sense of community by disseminating a series of writing prompts, inviting folks to share their stories of self-care while providing a forum of support from others. For every story submitted, Maybelline is donating money ranging from $1 up to $10,000 to support mental health organizations, including the Sad Girls Club, The Jed Foundation, The Ali Forney Center, and The Loveland Foundation. While putting makeup on can make you feel good on the outside, Maybelline gets it right knowing you are only as beautiful as you feel on the inside.
In all that we do, our mental health should always be a priority. Thank you to these brands and so many others for helping to shine a light on the importance of self-care and seeking help.
