Content Warning: This blog post discusses mental illness, eating disorders, and self-harm. To find out more about accessing support, please visit the NHS website.
Social media is a major part of daily life. It shapes how we connect, share, and even understand ourselves. But as many of us are aware, it can have its downsides when it’s not used thoughtfully. For World Mental Health Day, we thought we’d look more closely at how we can use social media marketing mindfully, as well as a few success stories of the positive impact it’s had.
Social Media is a Double-Edge Sword
We’re all familiar with social media pitfalls. From doomscrolling to unhealthy comparisons, it can sometimes leave us feeling anxious, overwhelmed, or isolated. But on the flip side, social media can be an incredible tool for connection, education, and even mindfulness.
Brands are increasingly recognising the need to create healthier online spaces, and mental well-being is becoming a bigger part of the chat surrounding social media. We think this is unequivocally a good thing.
For brands and marketers, understanding how to conduct responsible social media campaigns plays a big role in creating a more pleasant online space. But what does this look like in practice?
What Does Uplifting and Inspiring with Social Media Marketing Look Like?
There are some great examples of how to conduct responsible social media campaigns from leading brands across the globe. Taking a minute to think about the impact of the campaign can go a long way.
Dove’s ‘The Cost of Beauty’
Dove have been at the forefront of responsible marketing for years, having first launched their No Digital Distortion push in 2018. They also created one of our favourite marketing campaigns in the past with the ‘The Selfie Talk.’
Still championing a focus on social responsibility, their ‘The Cost of Beauty’ campaign features real stories about the devastating impact that online comparisons can have on mental health – specifically in girls. Their research has found that 9 out of every 10 girls with low body esteem put their health at risk by not seeing a doctor or by skipping meals.
Above: Participants in ‘The Cost of Beauty.’
Source: Dove
The video campaign is a stark reminder of the need for brands and influencers to think carefully about their target audience and the long-term impact of their marketing and advertising campaigns.
For twenty years, Dove have been working with mental health, parenting, and young people’s charities to flip this narrative. Their mission is to boost confidence in 250 million young people around the world by 2030. They’ve utilised social media in their drive to achieve this, too, pushing tags like #DetoxYourFeed, #KeepBeautyReal, and #BeautyNeverGetsOld to challenge harmful narratives around female beauty standards.
This is a great example of how to be mindful on social media and shows how responsible marketing can change lives for the better.
Deloitte’s ‘What’s really on your mind?’
Deloitte are a global professional services provider who have recently put mental health front and centre of their ethos. They’re specifically focusing on younger people, conducting an annual Gen Z and Millennial survey.
Having found this year that only half of the respondents rated their mental health as good or extremely good, they’ve begun to weaponise social media to start a conversation about opening up.
Deloitte are clear that mental health has to be something that is addressed year-round, and have joined other companies to push for better mental health in the workplace.
Social media has been a cornerstone of this push, using X to dispel the myth that kindness can’t co-exist with high performance. They kicked off the tag #Whats ReallyOnYourMind to get people talking and encouraged employees to discuss their own experiences to help break the stigma and raise awareness.
Norwich City’s ‘You Are Not Alone’
In this short film launched last year, two men are seen attending a Norwich City match throughout the football season. One seems happy and outgoing – the other withdrawn. As the film concludes, we realise that the more outgoing man has taken his own life. This powerful piece counters the myth that only those outwardly displaying signs of a mental health condition are at risk.
Source: Norwich City FC
The use of two older male characters is a poignant reminder of the prevalence of suicide as a cause of death in middle-aged men. It’s since gone viral with more than eight million views on X along with endorsements from celebs like Stephen Fry and mental health charities.
Influencers Have a Role to Play
Influencer marketing is more prominent than ever. Many are taking the time to think about how to be mindful on social media and the importance of setting boundaries. These conversations help followers to understand that the ‘perfect’ images they see on their feeds aren’t always reality – and that’s okay!
Take Izzie Rodgers, for example.
She’s an influencer and activist who uses her platform to tackle body image issues and unrealistic beauty standards. Across Instagram and TikTok, she promotes self-love by discussing topics like ageing, acne, and body shape.
Along with promoting open and honest conversation, she also shares self-help books and other resources to support people struggling with their self-image. At just 26 years old, she’s a powerful example of how to be mindful on social media.
Above: Izzie Rodgers
Source: L’Officiel
Marketing Tips for Being Mindful on Social Media
Marketing in a way that’s responsible and thoughtful can seem harder than it is, so let’s round off by looking at five golden rules for mindful marketing on social media.
1. Prioritise Authenticity
Share content that reflects your brand’s real voice and values, and avoid overly-polished, overly-staged posts that might appear insincere.
2. Encourage Meaningful Interactions
Focus on building genuine connections with your audience. Ask thoughtful questions and engage in discussions that go beyond surface-level metrics like likes and shares.
3. Promote Balance
Share content that encourages your audience to take breaks or engage in offline activities. Reinforce a healthy balance between digital and real life.
4. Push Positive Causes
Use your platform to amplify charitable causes or social initiatives that align with your brand, contributing to community well-being.
5. Create Value for Your Audience
Prioritise content that adds real value to your audience’s life, not just content designed to increase your metrics.
Want to Work with a Marketing Agency that Cares?
At One2create, we believe that success doesn’t come at the cost of ethics. We’re here to help you create thoughtful, impactful social media campaigns that put mental well-being at the forefront. Whether it’s designing inclusive content or making your web presence safer and more accessible, we’re committed to responsible marketing and web services that make a difference.
Get in touch with us today to see how we can help your brand lead the way in mindful marketing.
