In this month of mental health awareness, it’s been so encouraging to see conversations around mental health becoming more frequent and less of a taboo, but they remain delicate. Whilst we might be keen to talk about mental well-being, we must think about carefully in how we craft and deliver these messages. Whether it’s a social media post, an internal communication, or a larger campaign, the way these messages are framed can make a significant impact – positively or negatively.
We’re sharing a few tips for brands and organisations on how to communicate mental health messages with care, accuracy, and empathy:
- Be authentic and transparent
Authenticity is crucial when addressing mental health. Audiences today can easily detect when a brand is not being genuine. Ensure that any mental health messaging is rooted in the organisation’s values and practices, rather than a superficial attempt to capitalise on trending topics. For instance, if your brand is posting about mental health awareness on social media, make sure it aligns with internal practices, such as offering mental health resources or employee wellness programs.
Transparency is also important. If an organisation is launching a mental health initiative, be clear about the steps being taken, the resources available, and the intended outcomes. Avoid vague or overly promotional messaging, as this can diminish trust and dilute the impact.
- Use inclusive and non-stigmatizing language
The words we choose when talking about mental health can either break down barriers or reinforce them. To communicate effectively, use inclusive language that normalises conversations about mental health – instead of using terms like ‘mental illness’ exclusively, try “mental well-being” or “mental health challenges.” This shift in terminology can make people feel more comfortable engaging with the conversation.
Avoid stigmatising language or phrasing that implies weakness, instability, or fault. Instead of referring to someone as ‘suffering from’ a mental health condition, try ‘experiencing’ or ‘living with’ it. This subtle change emphasises that mental health conditions are manageable and part of the human experience, rather than something to be feared or pitied.
- Partner with experts for accuracy
Mental health is a complex topic, and it’s crucial to ensure that any messages or advice shared are accurate and based onfact. To avoid spreading misinformation, try collaborating with mental health professionals, organisations, or advocacy groups. These experts can provide valuable insights and help refine messaging so that it’s informative and sensitive to various mental health conditions.
If your brand is developing a mental health awareness campaign, consulting with mental health professionals can help ensure that any statistics, advice, or resource recommendations are correct. Not only does this improve the quality of your content, but it also shows your commitment to responsible advocacy.
- Show empathy and understanding
Empathy should be at the heart of any mental health communication. Mental health struggles are deeply personal, and the messaging around them needs to reflect that understanding. When crafting content, always consider how the message might be received by individuals experiencing mental health challenges.
Show empathy by acknowledging the complexity of mental health. Instead of offering oversimplified solutions like ‘Just take a break’ or ‘Stay positive,’ recognise that different people require different forms of support. Brands can demonstrate this empathy by promoting various mental health resources, such as hotlines, counseling services, or self-care tools.
Moreover, ensure that mental health messaging is non-judgmental. Avoid implying that mental health challenges are something that can simply be ‘fixed’ with willpower or optimism. Instead, acknowledge the struggles and validate the experiences of those who might be struggling.
- Create safe spaces for engagement
When brands or organisations communicate about mental health, it’s essential to create safe, supportive spaces where people can engage in the conversation. This could be an internal platform for employees to share their experiences or a public forum where followers can discuss mental health topics openly.
Social media posts about mental health should have clearly visible resources, such as crisis helplines or links to professional organisations. Encourage thoughtful, respectful engagement and moderate the conversation to ensure that comments or discussions don’t devolve into negativity.
Internally, organisations should provide resources for employees to access confidential support, workshops, or mental health days. When employees feel supported and safe, they are more likely to engage openly and seek the help they need.
- Time messaging thoughtfully
Timing is an important but often overlooked element in mental health communication. Avoid sending out messages about mental health during times of high stress, such as following a crisis, company layoffs, or major organisational changes. During such periods, employees or customers may be emotionally charged, making them less receptive to the message or even resentful.
Instead, look for moments when the audience is more likely to be open to conversations about mental health, such as around mental health awareness events like World Mental Health Day (today) or after the launch of a new wellness initiative. Strategic timing ensures that your message is both relevant and well-received.
Communicating mental health messages effectively requires more than just good intentions. Brands must approach the topic with authenticity, empathy, and a commitment to accuracy. By using inclusive language, consulting experts, and creating safe spaces for engagement, organisations can help foster a more open and supportive dialogue around mental health. This, in turn, strengthens not only the brand’s credibility but also its relationship with its audience – and hopefully helps some of those in need.
