COPING AS A CONSUMER
Brands continue to launch initiatives intended to bolster mental health
As today’s Gen Zs and Millennials continue to dismantle stigmas around mental health, brands are standing alongside these young generations in support of this endeavor. The push for mental health awareness, already swelling prior to the pandemic, has become even more urgent for life under Covid-19, which has created new challenges and isolating situations for many young people. This roundup of brands creating tools and marketing in support of mental health awareness is a follow-up to last week’s Daily on tech brands offering mental health support and resources via their community-based platforms, which you can find here.
Back in March, and earlier than initially planned, Snapchat released its Here For You search initiative. The tool, which is designed to provide Snapchatters with proactive in-app support, surfaces safety resources from local experts when users search for topics like depression, grief, bullying, or suicide. Within the Here For You feature is a dedicated Covid-19 section “that will provide Snapchatters [tools] from the Ad Council, World Health Organization, the CDC, Crisis Text Line, NHS, and other partners who are creating content on anxiety specifically related to coronavirus,” according to Snap.
Back in April, Netflix debuted a weekly Instagram Live chat series called “Wanna Talk About It?” that directly tackled the subjects of mental health and self-care during the Covid-19 pandemic. The series featured some of the streaming service’s top stars from hit YA shows like Stranger Things and To All The Boys I’ve Loved Before, along with mental health experts from partner organizations such as the National Alliance on Mental Illness and The Trevor Project. Each episode explored different subjects, such as how to manage anxiety or prioritize self-care.
DTC razor subscription startup Harry’s used its platform to launch a short film intended to dismantle harmful stereotypes around masculinity. The three-minute film, titled “A Man Like You,” depicts an alien asking a young boy what it means to be a man, and the boy responds with stereotypical descriptions of manliness. Later it’s revealed that the boy’s father has died, and the boy admits that “there is no one way to be a man.” While this example is not Covid-19-specific, Harry’s hopes to challenge overall gender stereotypes in advertising in championing a more progressive view of masculinity.