Mental health awareness on social media: How brands and creators can make the right statement

"Sunshine to treat depression?" How brands easily miss the tone in mental health communication

Perhaps the most well-known example of poor handling of mental illness on social media in German-speaking countries is the wellness retreat staged by influencer Cathy Hummels in 2022. Having previously spoken about her personal struggles with depression and mental health, Hummels organised a luxury retreat to which she invited celebrities and influencers, with the aim of giving mental illnesses a platform and showcasing solutions. 

But the backlash was swift, with Hummels criticised for trivialising the issue of mental health, and accused of using the topic for promoting products. 

Forced to publicly apologise and remove the posts, Hummels said on Instagram that her approach was "unfortunate and misleading". 

"It was in no way my intention to trivialise depression. Nor did I intend to create the impression that I was using the illness for advertising purposes," she said. 

Hummels’ mistakes are clear. She implied that wellness treatments like yoga, a spa day or a relaxing meal are solutions to deep seated mental health and depression.

2025: How social media can have a positive impact on  mental health

Despite the undisputed negative impact that social media can have on mental health,  there are also numerous positive influences. Social media has opened the door to a broad culture of debate and has truly brought many mental illnesses, the issue of everyday stress and anxiety, and societal issues into the public eye. This destigmatisation of previously hidden subjects helps many people speak openly about the challenges in everyday life.

Information about the conditions themselves is now much more accessible. The challenge for users is identifying credible accounts and content published by experts in the fields they are discussing. While many doctors now educate people on social media, there are also scores of people who share personal experiences of mental health on social media in the hope that audiences will feel a connection, leading them to seek solace and help.

Social media has also become an important resource when it comes to self-care. Unlike with mental illnesses, the focus here is not on alleviating symptoms, but on improving the quality of life for healthy people in everyday situations. Numerous accounts provide tips on how to find more calm, spend less time on your phone, or sleep better. Small steps can lead to positive outcomes.

How to distinguish reliable influencer accounts from unreliable ones

Clear role: Does the person openly state who they are (e.g., licensed psychologist/doctor) or label content as personal experience rather than therapy advice? Lack of transparency is a warning sign. Misinformation is widespread, so verify the authority of the source.

For brands, this means: Carefully vet creators before potential collaborations. At the same time, creators should also know exactly what the campaign will be used for and what specific issues will be addressed.

Evidence & citations: Are studies, guidelines, or reputable institutions linked/cited? Sweeping claims without sources should be treated with caution.

No miracle cures: Does the account promise quick "healing," detox tricks, or "just 3 hacks to cure depression"? Credible accounts emphasise that serious conditions require professional treatment; lifestyle tips can supplement but not replace proper care.

Disclaimers & support resources: Are there notices like "not a substitute for professional help" and references to emergency/counseling services? Missing safety information is a red flag.

Interaction patterns: Are comments moderated, corrections visibly made, and discussions respectful? Or is criticism deleted, pressure applied, and fear promoted?

Disclosure of conflicts of interest: Advertising, affiliate links, own products. All of these should be clearly labeled. 

What are Snapchat, Instagram and TikTok doing to address mental health?

Snapchat shows partner hotlines and has parental controls

Snapchat’s "Here For You" page displays verified help resources directly in the app when searching for terms like depression, suicide, or bullying. The Wellbeing Hub in the Support Center bundles information, tips, and access to external resources. With the Family Center, parents can gain insight into who teens are interacting with on Snapchat, restrict content, and use location features.

TikTok integrates screen time tools and WHO partnership

TikTok addresses mental health with screen time tools like daily limits, break reminders, and sleep reminders as well as customisable notifications in the app section "Screen time".

On the content level, TikTok relies on partnerships with the WHO (since Sept. 2024) to promote evidence-based health information and strengthen health literacy. In 2025, TikTok also expanded the Mental Health Education Fund and introduced in-app meditations ("guided meditation") for all users to support digital balance and sleep routines.

Here you can find the Well-Being Guide for TikTok users.

Instagram guidelines for sensitive content

In 2024, Instagram has activated default settings for teens. Content related to suicide, self-harm, and eating disorders is hidden from recommendations for minors, even if they follow such accounts. For time management, there are Sleep/Quiet Mode and Take-a-Break reminders after extended usage. Additionally, Meta strengthened teen protection measures in 2025. Users under 16 need parental consent for Instagram Live and to disable automatic nudity blur filters in DMs.

Best practice for brands: how to address mental health in your campaigns

Mental illness is such a sensitive topic that brands often don't dare to address it. But the issue is pervasive and important to the general public. 

Brands should think carefully about how to approach the topic sensitively, if they hope to strengthen trust with their audiences over the long term. Here's what matters:

• Do not attach product sales to mental illness: Campaigns that focus on mental health should focus on strong, credible content. Anything else comes across as opportunistic.
• Focus on trust: When collaborating, brands should always check whether the creators they want to work with have sufficient expertise and do not spread dangerous half-truths.
• Distinction from diagnostics and doctors: Every campaign should always include a disclaimer clarifying that it is not intended for self-diagnosis.
• Information transfer: Collaborate with qualified organisations that offer help to those affected.
• Monitoring: Every campaign should be monitored, but this is even more important for campaigns that address mental health. Those responsible should always keep an eye on the community and respond when criticism arises or users signal that they need support.

Kolsquare #InfluenceForGood Guide: What should brands consider when collaborating with creators?

With its guide for #InfluenceForGood, Kolsquare aims to help create sustainable and positive change in society: Across nearly 70 pages, Kolsquare offers companies and influencers guidance on how to incorporate more responsibility, sustainability, and ethics into their influencer marketing strategy.

With influencer platforms like Kolsquare, suitable influencers for mental health topics can be found based on criteria such as

• Follower count
• Engagement rate
• Interests
• Geographic and demographic data
• Community credibility
• #influenceforgood

The special filter function "#influence for good" on Kolsquare lets you identify which influencers offer their influence for good causes. Over 3,500 accounts can be found on Instagram alone.

Brand and influencer should have a 100%brand fit

The value fit is the foundation of every collaboration with influencers and especially important for mental health. Take time to truly understand the creator and their values. These guiding questions help you check whether both sides match each other:

• Does the creator share central values and principles with the brand?
• What is the expertise of the KOL based on (education, professional experience, lived experience)?
• How does the comment section sound? What criticism appears and from whom?
• Does the creator respond to questions, concerns, and feedback from the community?

An inquiry is particularly worthwhile when you share the same basic attitudes and you are convinced that the brand or product authentically fits the creator's world and beliefs. If this fit exists, chances are good that the creator will also be interested in a collaboration.

Social media campaign examples for impactful mental health content

1. Apotheken-Umschau in Germany

The addressing of mental illnesses is particularly well done by an account that you wouldn't expect at first glance: the Apotheken Umschau (Pharmacy Review). In the video format no_stigma!, people with mental illnesses are given a voice. Professionals contextualise the content in the studio and answer questions that remain open in the community.

The format takes away the fear of these illnesses and gives them a human face without trivialising them.

2. “Check in on those around you” in UK

The "Check in on those around you" campaign comes from Norwich City FC in partnership with the suicide prevention organisation Samaritans and was released for World Mental Health Day 2023. It takes place in the stadium/in the stands in a single static shot across several games and ends with a twist that emphasizes the message "Check in on those around you." 

Within a few weeks, the spot achieved tens of millions of views, with UEFA calling it "incredibly powerful." In a short time, the film garnered over 300 million views in more than 150 countries, through club channels and user-generated content, and received broad support from personalities and charitable organisations.

3. Maybelline New York for Mental Health

Maybelline New York used the Mental Health Awareness Month to talk about mental health on TikTok together with diverse creators (including @anthonyplasencia, @makeupxka, @limbitlessmaria). Tapping into the familiar GRWM format ("Get ready with me"), LGBTQ+ and disabled creators openly shared experiences such as bullying or alcohol addiction.

This is important because it relies on authentic voices from often unheard communities, making them visible, and reducing shame and stigma. Placing these conversations in everyday formats lowers barriers to entry with a low-threshold approach instead of confusing, clinical language, and leverages TikTok's reach to bring sensitive messages into familiar feeds.

Social media on Global Mental Health Day

Social media represents both opportunities and challenges for the mental health of users. Once brands or creators make the effort to address these difficult issues, they can succeed in destigmatising them and, in some cases, help many users.

Even campaigns that appear to have failed at first glance often arose from a positive underlying idea. If brands continue to pursue this idea and focus on trustworthy collaboration and comprehensive information sharing, mental health becomes a real opportunity.

Mental Health Day on 10 October can also be an occasion to rethink. This year, the focus is on the challenges that have become entrenched in our everyday lives as a result of forces outside of our control. It's a good opportunity to bring more security and stability to social networks through smart engagement.

Why do we celebrate Mental Health Day?

To raise awareness of mental health: initiated by the World Federation for Mental Health and supported by the WHO.

Why is October 10 Mental Health Day?

World Mental Health Day was established by the World Federation and has since been supported by the WHO as a global day of action.

Work: How do I ask for a Mental Health Day at work?

You can discuss a Mental Health Day with your team or the HR department and suggest it as a way to raise awareness of the issue in the workplace. Say, for example: I would like to take a day off on October 10 for my well-being. I will make up for any tasks afterwards and am happy to share helpful courses or information to promote awareness of this issue within the team.

When is WHO World Mental Health Day?

On October 10, World Mental Health Day, recognised by the WHO and the Federation for Mental Health.

Day, week, month: Is there also a World Mental Illness Day?

In short: There is no official worldwide ‘Mental Illness Day’; instead, there is World Mental Health Day on 10 October and Mental Illness Awareness Week.