May is Mental Health Awareness Month, and the McGuinness Media & Marketing team is highlighting the vital role mental health and wellness play in strong, effective leadership.
Mental health is not a topic that exists only behind workplace doors or within the confines of personal conversations. Today, it has taken center stage in societal discussions, particularly in online platforms where people seek connection, information, and support. For businesses and digital marketers, this presents both an opportunity and a responsibility. Social media can do more than amplify your brand’s voice; it can also be a place to show empathy, foster positive conversations, and drive meaningful change.
This guide explores social media strategies that your company can employ to meaningfully support mental health, helping your brand connect with audiences in an authentic way while addressing a critical societal need.
Why Mental Health Should Be Part of Your Social Strategy
When it comes to adding mental health awareness into your social strategy, it’s important to be aware that social media has the power to reach just about anyone. It’s vital to keep in mind that your content could potentially be seen by millions of people – your words matter!
As digital marketers and media consumers, we all spend a lot of time on social media. A recent Forbes article says people spend an average of almost 2.5 hours on social media daily. Excessive scrolling means less human interaction, which can be connected to, “added stress, anxiety, depression, loss of sleep and low self-esteem,” the report says.
Beyond the known cons to being online all the time, everyone resonates with mental health awareness initiatives. Research shows most people have a mental health condition themselves, or have a loved one who does. According to the World Health Organization, 1 in every 8 people live with a mental health condition. The topic of mental health is widely discussed online, with hashtags like #MentalHealthAwareness and #SelfCare trending consistently.
Talking about mental health awareness doesn’t have to be bleak. Speak out against the stigma. Creating a positive online environment that connects people to resources and open and honest conversations demands progress.
For businesses, integrating mental health into your social media strategy makes you seem “human” and understanding to potential clients and employees. It aligns your company with values of awareness and inclusivity.
Businesses championing mental health awareness position themselves as empathetic and human-focused, which deepens trust. Openly supporting mental health causes extends beyond customers to employees, improving workplace culture and job satisfaction.
How to Show Your Support
In 2025, brands that show they care about mental health and wellness are very appealing to clients and employees. According to NielsenIQ research, 94% of consumers acknowledge mental health as a critical component of overall well-being. Companies have all the more reason to offer content, products, and services that promote relaxation, stress management, and emotional resilience.
If your company has internal mental health initiatives, share them! Not only does this humanize your brand, but it also creates a ripple effect, inspiring other businesses to follow suit.
Highlight company outings, share how your company prioritizes mindfulness, and post testimonials from employees describing how mental health policies have enriched their experience.
It may be helpful to create a marketing calendar to keep your team aware of upcoming awareness months and specific dates, like World Mental Health Day on October 10th. Create exclusive content around these dates, from promotional videos to free virtual events, and ensure your messaging aligns with the theme of the occasion.
Forbes calls it leading by example. “In ensuring a commitment to mental health for both employees and the community of followers your business has amassed, focus on putting out content that encourages an open dialogue. Through sharing stories, tips and information on topics like navigating a healthy work-life balance, you’re setting the stage for healthy conversations,” a recent report says.
Highlighting real people and real stories works. Show off ways your company promotes employees taking care of themselves. Along with it, post links to hotlines, guides, and websites for mental health support. For instance, during the month of May, encourage community participation by using and promoting hashtags like #MentalHealthMatters and #MentalWellness.
Collaborating with recognized mental health organizations or advocates also gives your brand credibility and ensures that your efforts are impactful. The McGuinness Media & Marketing team gathered some ideas for how to actively engage in mental health conversation:
Collaborative Posts
Partner with nonprofits or experts to create co-branded infographics or videos about mental health awareness.
Live Sessions
Host Instagram or LinkedIn Live sessions featuring mental health professionals or advocates discussing relevant topics.
Sponsor Initiatives
Financially support mental health campaigns and document your impact through social posts.
Your social media platforms should be safe, welcoming spaces where people are encouraged to engage without fear of judgment or negativity. Consider the following steps to protect your peace and create a supportive online environment:
Moderate Comments
Proactively monitor and remove harmful or offensive comments on your posts.
Enable Anonymity Features
When discussing sensitive issues, allow users to ask questions or share thoughts anonymously through features like Instagram’s “Add Yours” sticker or DMs.
Reply with Empathy
When your audience shares their struggles, ensure your replies are kind, empathetic, and supportive.
Train your community managers to handle mental health messages appropriately, including knowing when to direct someone to professional help.
Your brand’s voice goes beyond selling products or services. Use it to educate and inspire. Share content that raises awareness about mental health challenges, promotes open conversations, and provides helpful resources.
What to Avoid When Addressing Mental Health on Social Media
While championing mental health is crucial, it must be done responsibly. Avoid the following:
Tokenism
Don’t use mental health awareness only for sales or as a trend; ensure your initiatives are thoughtful and rooted in real action.
Harmful Language
Steer clear of stigmatizing or trivializing mental health conditions with inappropriate language, such as “crazy” or “insane.”
Overstepping Boundaries
Remember that social media is not a replacement for professional help. Always encourage seeking professional support over self-diagnosing.
By sharing resources, creating safe spaces, collaborating with advocates, and fostering a sense of community, your company can lead by example in supporting mental health both online and offline.
Take the First Step Today
You can never discuss mental health enough. Creating meaningful conversations around it on your social channels is an opportunity to build stronger connections while making a genuine difference in people’s lives.
If you’re ready to make mental health an integral part of your social media strategy, start small. Share a tip, post a resource, or ask a poll question today. Remember, building a mentally healthy community isn’t just a one-time effort; it’s an ongoing commitment.
Your actions can inspire not just customers but the world to have a healthier, more open dialogue about mental wellness. With May being Mental Health Awareness Month, there’s no better time to focus on how your company can use social media as a tool to make a positive impact.
Follow the McGuinness Media & Marketing team on social @mcguinnessmedia for more insights from our award-winning team making BIG waves in the smallest state!