It’s ok not to be ok

In February 2020, some of us were at a seminar listening to trend analyst Stefan Nilsson. One of the many interesting things that he said was that mental health would be the big conversation topic in a few months. At that time, there were no obvious signs that he was right. Sure, we talked about the brain, meditation, etc. But it was not something that overshadowed other topics. We had no idea, that day, that within a month we would be doing life from our homes, watching a world in lockdown wearing sweatpants to digital meetings and face masks at the grocery store, that we would have digital lunches and discover entirely new fears and challenges.

We now live in a somewhat new world, and one of the many new challenges that societies need to deal with is an increase in mental health problems. In the wake of the pandemic, there are more people struggling with their mental health, but we also see a generally increased awareness of how important mental health is. In this article, we look at how this has spread to our professional sphere, for example with brands and public figures contributing to the public discourse on mental health.

The reason why we wanted to write about this topic is due to the fact that our professional context is a reflection of reality, the present and society. PR, marketing, and public communication are connected to values in society, which matters are high on the agenda and which issues need to be raised. We also have a responsibility for all of these as the communication that we are involved in creating, also affects values, world views and self-image.

Naomi Osaka, Nike & Calm

Tennis player Naomi Osaka chose to drop out of the French Open after she was fined when she chose not to appear in the obligatory press conference with reference to her mental health. Several companies chose to show their support for Osaka in different ways. The meditation app Calm promised to pay all the fines, Nike went out with several of Naomi Osaka's sponsors and clearly showed their support for Osaka and TAG Heuer said that they support their brand ambassadors both in triumph and during challenging periods.

Avicii Arena

On May 19, 2021, the Ericsson Globe changed its name and became Avicii Arena. The new arena is a collaboration between Trygg-Hansa, Bauhaus and the Tim Bergling Foundation. They will work together to prevent mental illness among young people in Sweden, and Avicii Arena will be the symbol and meeting place for the initiative.

Brave Together

A somewhat earlier initiative that we would like to mention is Maybellines’ Brave Together, a long-term initiative that includes a digital platform with professional support and discussion forums, financial support for organizations that work with mental health, collaborations with spokespersons such as actress Storm Reid, collaborations with universities, collaboration with a support line and training of staff internally. A detail worth mentioning is that Maybelline’s spokesperson, Kristen Tully, states how important the initiative is for her personally based on her own experiences.

Thoughts from the Story team

• If there used to be a stigma connected to mental health among public figures, this is the time when it disappears. It is now a strength to talk about mental health. TAG Heuer's statement about Naomi Osaka is a perfect example of how transparency becomes a strength.
• For organizations and brands that want to talk about mental health, it is important not to jump into short-term opportunistic campaigns. Do proper research, internal and external, to create genuine and relevant initiatives. Similarly to when working with environmental initiatives, an impact analysis linked to mental health is a good starting point.
• Back up communication with real actions and commitment.
• Mental health is important 365 days a year, not just during a themed week.
• Have real conversations about mental health and what influence PR and marketing can have, both positive and negative. Share reflections within teams. Review image choices, language and messaging. A good read: Kristen Kmetetz in The Drum.
• Do your homework! Ensure that your organization safeguards mental health as part of the organization's culture and ways of working.

One of many positive effects of an increased awareness of mental health, is that we have also realized how important it is for our brains to get rest and restoration. And on that note we wish you a beautiful summer with moments for silence and reflection in between adventures and beach fun! (And if this is not beach season in your region, we wish you a beautiful month ahead with time to appreciate the magic of the season that you are in!)