The Do’s and Don’ts of Mental Health Marketing in the Digital Age

The internet was never supposed to save us—it was built to distract us. Yet somewhere between endless scrolling and viral videos, it quietly became the most powerful platform for mental health conversations in human history.  

For marketing professionals developing mental health awareness campaigns, authenticity, sensitivity, and impact are crucial. The difference between campaigns that drive meaningful change and those that fall flat often comes down to understanding what works—and what doesn’t—in this sensitive space. 

Here are some do’s and don’ts of mental health marketing campaigns. 

The Do’s: Best Practices for Authentic Campaigns 

Use Authentic Storytelling 

People want to have a human connection, especially when it comes to talking about sensitive mental health issues. Drawing from examples and real-life experiences of people with mental health struggles will evoke strong emotions and make people feel more connected to your campaign. Ask yourself: What is a story you can tell that people can relate to? 

When your marketing feels more human and less sales-y, your campaign will drive greater and long-lasting impact. 

Find the Right Partners 

The right partnerships can help mental health marketing efforts go further—expanding reach, sharing valuable resources, and connecting with audiences through trusted channels. 

Brands should consider working with organizations that amplify mental health causes or have an established foothold in the space. These organizations not only help marketers create messaging that is sensitive, but they also add credibility to campaigns.  

Focus on Substance Over Surface 

The most effective mental health marketing campaigns genuinely serve the audience rather than just capture their attention. 

Focusing on substance over surface means making sure you prioritize real, evidence-based information over surface-level slogans, buzzwords, and glossy images. 

Lead with compelling data that serves your audience, as well as offer resources and a clear call to action.  

The Don’ts: Common Mistakes & Pitfalls 

Avoid Generic Slogans 

“Mental health matters”—a frequently used statement in mental health campaigns that, while well intentioned, often lacks clear direction and follow-through. Without providing more substantive messaging and actionable resources, these slogans sometimes can create a gap between promise and delivery. 

Surface-level messaging can also lose your audience’s attention, as they often see the same content from other brands countless times. 

To create lasting impact, brands should consider how their campaign adds unique value for their audience.  

Avoid Misinformation 

Social media platforms have become grounds for emotionally charged misinformation, specifically targeting vulnerable populations with misleading mental health content. These platforms represent some of the least authentic digital spaces online. The algorithms prioritize engagement over accuracy, and advertisements specifically target individuals experiencing mental health struggles.  

Marketing campaigns that have prioritized engagement over accuracy have received backlash from younger demographics who commonly use social media in their day-to-day. Brands should prioritize science-backed, data-driven messaging and implement real evidence over emotionally charged approaches. By focusing on evidence-based marketing, companies can build authentic trust and create impactful audience engagement. 

The most effective mental health campaigns don’t just raise awareness—they provide pathways to real help. Understanding both the do’s and don’ts of mental health marketing is crucial for creating campaigns that genuinely serve those in need while building trust with your audience.