Promoting Awareness, Avoiding Exploitation: Considering Ethical Marketing in Mental Health Awareness Month

May is Mental Health Awareness Month—a month to highlight the importance of mental health and well-being. As brands and organizations incorporate this theme into their marketing strategies, it’s crucial to approach the topic with sensitivity and respect, especially for survivors of trauma and injustice.

One recent example that underscores this need for thoughtful communication is the release of the Cassie and Diddy assault video. The video, which details allegations of abuse, has sparked widespread conversations about mental health and the impact of trauma. This situation illustrates the delicate balance marketers must strike: raising awareness without exploiting survivors' pain for clicks or engagement.

Speak on Injustice with Empathy

Addressing injustice and mental health topics in your marketing efforts can be powerful but requires a compassionate approach. When referencing specific incidents, prioritize empathy. Acknowledge the gravity of the situation and the courage it takes for survivors to come forward. Your messaging should support and validate their experiences rather than sensationalize the details.

Avoid Clickbait & Glamourization

Using trauma as a hook to attract attention can be harmful and disrespectful. Instead, focus on creating content that genuinely contributes to the conversation around mental health. Share resources, provide support, and highlight the importance of seeking help. By avoiding sensational headlines and glamorous depictions of trauma, you respect the experiences of those who have suffered and promote a more genuine dialogue.

Promote Resources & Support

One of the most impactful ways to observe Mental Health Awareness Month is by promoting resources that offer help and support. Whether sharing information about local mental health services, hotlines, or educational materials, ensure your audience knows where to find help. Your platform can be a beacon of hope and valuable information for those in need.

A Final Word

Mental Health Awareness Month offers an opportunity to engage in meaningful conversations about mental well-being. As you incorporate this theme into your marketing, remember to do so with care and respect. By focusing on empathy, avoiding sensationalism, and providing support, you can make a positive impact and honor the experiences of survivors.

By, 

Crystal Willis

VP, Client, Media & Talent Relations

LOOP Studios