World Mental Health Day was earlier this month, and it’s a crucial reminder of the powerful role marketers and communicators play in shaping attitudes and reducing stigma around mental health. Recent global reviews of 26 social media mental health campaigns (1,2) reveal the striking impact of authentic marketing:

• 74% of studies reported improvements in mental health attitudes and stigma reduction
• Approximately 70% showed increased mental health knowledge
• 65% documented behavioural changes, such as seeking help
• Among campaign-aware audiences, 100% demonstrated positive behaviour changes, including help-seeking and engaging in positive mental health activities

These figures underscore the responsibility and influence our marketing industry holds. Inclusive and authentic campaigns do more than raise awareness – they shift mindsets, dismantle stigma, and inspire real behavioural change. We have the unique opportunity to create a world where mental health is openly discussed, supported, and prioritized every day, beyond a single awareness day.

For me personally, mental health has always been complicated.

My journey with it has always been shaped by the subtle and yet powerful cultural expectations that come with my identity as a Cantonese woman.

Growing up, there was sort of an unspoken rule to carry struggles quietly. Mental health was rarely talked about openly, and when it was, it was often misunderstood or met with despair.

But over time, I committed to learning more about this topic, and after graduating with a BSc major in Psychology, I became adamant about breaking the silences in my family that could not be quieted by traditional cultural suppression.

Nuanced portrayals in media, film, and marketing relating to this complex topic are few and far between, but when they do show up, it’s incredibly healing for people like myself. Representation in this sense can validate our experiences and give us the courage to transform the narratives that often silence us. When stories are told by us – with authenticity and courage – they create space for others to feel seen, understood, and empowered to seek help and create real change.

To me, my work in marketing is merely a vehicle for these stories.

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