Thomas Ahern of Connecticut is a sales and marketing professional and a compassionate advocate for mental health. At the intersection of commerce and advocacy, Ahern highlights the Mental Health Marketing Movement, a groundbreaking initiative aimed at destigmatizing conversations surrounding mental well-being. In the following article, Thomas Ahern showcases the transformative impact of marketing mental health advocacy, utilizing this innovative approach for positive change.
One in five adults in the United States suffers from a mental condition, according to the National Alliance on Mental Illness.
That’s roughly 20 percent of the adult American population, which accounts for about 51 million individuals. Of this number, a staggering 80 percent turn to the Internet first to seek mental health information, as per a study by the Pew Research Center.
The numbers are indeed troubling, that’s why Mental Health America is aiming to bring light to this significant issue by observing Mental Health Month every May since the year 1949. The organization, which reaches millions of individuals through its efforts, utilizes social media, public screenings, and local events to help spread awareness.
Thomas Ahern of Connecticut says that as a business or a marketer, this begs an important question: how can we help destigmatize mental health problems and advance the conversation?
Thomas Ahern of Connecticut Provides an Overview of Mental Health Marketing
Mental health marketing is a strategic communications and outreach process designed to attract consumers with mental health conditions. The aim is to guide, educate, and maintain their engagement with mental healthcare service providers.
Responsible mental health marketing involves recognizing the target audience’s vulnerability. When done right, mental health marketing connects these individuals with the resources they need while also helping reduce the stigma surrounding mental health illnesses.
The Importance of Mental Health Marketing
- Awareness: Thomas Ahern of Connecticut explains that this marketing strategy helps spread awareness about mental health issues and provides guidance for affected individuals while educating everyone else to reduce stigma.
- Resources: Most people who suffer from anxiety, depression, and other mental health conditions know they need help but aren’t sure where to turn. Mental health marketing informs people about the options they have and connects them to available resources which include hotlines, online information, therapists, and support groups.
- Early Intervention: Thomas Ahern of Connecticut notes that when more people are informed about mental health, the more likely that more individuals will recognize what they have and seek treatment right away to prevent more significant symptoms.
- Promote Wellness: This marketing strategy focuses more than mental health treatment itself – it also encourages self-care, exercise, healthy eating, and stress reduction, thus promoting an individual’s overall well-being.
From Moment to Movement: How Businesses and Marketers Contribute to the Mental Health Movement
Thomas Ahern of Connecticut says that post-pandemic, we now live in an era where consumers are prioritizing both their physical and mental health. This has resulted in a massive shift in their behaviors and preferences.
So, what roles do businesses and marketers play in keeping the mental health conversation going? Here are a few examples of how some companies stood up to the cause:
Campaigns
Mental health awareness campaigns aren’t mainly a way for brands to win business – instead, it’s a way for businesses to build brand loyalty and connect with their customers authentically. It’s also a brand-building initiative to stand up for a cause that matters.
Popular backpack brand JanSport launched their ‘Lighten the Load’ campaign, which aimed to encourage young individuals to talk about their mental health issues openly. Throughout Mental Health Month, the company hosted Instagram Live sessions weekly with mental health experts and professionals wherein the youth could take part.
Maybelline New York, a popular makeup brand, also launched their mental health campaign called “Brave Together”, which the brand describes as “a long-term program that aims to support anxiety and depression around the globe”.
Thomas Ahern of Connecticut notes that Maybelline wants to destigmatize mental health conversations through one-on-one support and by providing sufferers with a toolkit.
Initiatives
More and more businesses and brands are adopting initiatives focused on improving the mental well-being of their employees. Implementing flexible hours and introducing mental health apps are a few examples.
In 2021, Bumble offered its employees a paid week off to help fight company-wide burnout. Soon after, other big companies like Google, The New York Times, LinkedIn, and Nike followed suit. Shopify took the initiative to remove unnecessary meetings from its employees’ calendars to boost productivity and prevent burnout.
Conclusion
Mental health marketing is crucial for businesses and marketers – it keeps the mental health conversation going which greatly contributes to destigmatizing mental illnesses.
