According to the Mental Health Foundation report, over 15 million individuals live with one or more chronic conditions in the UK. Over 4 million of these individuals are experiencing mental health issues. The pandemic with its enforced isolation, economic uncertainty, and climate change anxiety has left a lasting impact on people with mental health issues — not to mention our always-on, fast-paced lives in the digital age that continue to put additional strain on our social relationships. 

As marketers exclusively serving impact-driven categories, we take an interdisciplinary approach to mental health marketing. This includes curating research from academics in communication studies, behavioral economics & sociology, and cultural studies as well as looking at regulatory frameworks in the domain.

NOTE: The next section is about wonderwork’s unique approach to interdisciplinary marketing. You can skip it, we won’t feel bad. Ok, we’ll try not to. 

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Why we take the road less traveled

All our team members have previously worked at the archetypical agency-next-door. Don’t get us wrong, agency life comes with its perks (every day is ‘Casual Friday’ for example). But ours is an industry that needs campaigns delivered *yesterday* even if they were briefed this morning. The fast-paced nature of our industry means that research goes out the window, unless you have a well-established account planning team and a long deadline to play with.

When we created wonderwork, we wanted to ensure that we understood the best practices in each impact-category, not just from a marketer’s perspective but as a well-rounded expert in the category. 

And that’s how we landed here. 
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What kind of imagery should be used in mental health campaigns? 

When we reviewed literature on the types of images used to showcase mental health issues, we found an important insight. In one study that analyzed over 40 movies for schizophrenia representation, it was found that media portrayals of mental illness often depict the individual as violent, experiencing positive symptoms, and engaged in either homicidal or suicidal behavior. Here’s an example.Media often tends to emphasize a patient’s positive symptoms💡The terms "positive" and "negative" in this context don't refer to good or bad outcomes. Instead, they describe the presence or absence of certain behaviors or thoughts.

• Positive symptoms are behaviors or thoughts that are added to a person's experience. These include hallucinations (seeing or hearing things that aren't there), delusions (false beliefs), and disorganized speech or behavior.  
• Negative symptoms involve a loss of normal functions. These include reduced emotional expression, lack of motivation, difficulty speaking, and social withdrawal.

Focusing solely on positive symptoms can create a distorted and stigmatizing portrayal of mental illness. Individuals with schizophrenia experience a wide range of symptoms, including negative symptoms and cognitive impairments. Here’s what you can do to avoid using stigmatizing imagery

1. Develop guidelines: Create a guideline for mental health representation that is validated by multiple mental health experts or those experiencing mental health issues. 
2. Don’t use sensationalist tropes: While certain images might perform better than others due to their sensationalist approach, avoid them anyway – media portrayals can be a big reason people self-stigmatize. 
3. Use non-individualized descriptions: Individualized descriptions of mental health can oversimplify complex conditions, leading to a narrow understanding of these issues. By using non-individualized descriptions, we acknowledge the diverse ways people experience mental health challenges. 

‍What kind of language should be used in mental health campaigns? 

‍Understanding the historical context of identity formation, particularly concerning mental health is crucial for developing effective and empathetic communication strategies. Milestones like the Denver Project and subsequent guidelines have shaped our understanding of identity and its intersection with mental well-being. For example, various mental health communities prefer the use of Person-first language. Person-first language prioritizes the individual, emphasizing that the condition doesn't define them. For instance, "person with depression" instead of "depressed person." While widely used, it's essential to remember that personal preference varies.On the other hand, Identity-first language places the condition as a core part of the individual's identity. For example, using "autistic person" rather than "person with autism." might be a favored approach for the deaf and autistic communities as they view their condition as a fundamental aspect of themselves.

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What to do:

• Foster hope: Highlight recovery stories and available support through website landing pages, guides, and user-generated content for authentic and credible storytelling. 
• Be mindful of impact: Instead of saying someone "committed suicide," opt to use verbiage that does not imply criminal behavior. Similarly, using "experiencing" rather than "struggling" with a mental health condition can reduce feelings of shame and stigma. 
• Offer practical guidance: Provide actionable steps or resources and make this accessible whenever possible. For example, Headspace offers a free one year subscription to people who are currently unemployed. 
• Prioritize confidentiality: Explain how you safeguard sensitive user information in your communication. 
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What to avoid:

• Oversimplification: Reducing complex mental health conditions such as depression to single words like "sadness" can be misleading. Use accurate and nuanced descriptions to represent the multifaceted nature of these experiences.
• Reinforcing stereotypes: Instead of portraying individuals with schizophrenia as violent or unpredictable, focus on the diverse experiences and challenges they face.
• False promises: Be transparent about the treatment process and avoid overstating the benefits of particular interventions. Avoid guaranteeing magical cures to your problems. 

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Last but not the least…

Remember the role ‘intersectionality’ plays in mental health. 

Intersectionality means understanding that everyone has different experiences based on factors like race, gender, and age. Sometimes, these factors stack on top of each other. For example, a Black woman might be suffering from discrimination based on both race and gender, which can significantly impact her mental health. 

Handy guidelines to acknowledge diverse experiences

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PHEW! That was extensive. From prioritizing person-first language to challenging harmful stereotypes, the choices we make in crafting mental health marketing strategies have a profound impact on users. 

As marketers, we must be aware of the fallacies of mental health communication and adopt an interdisciplinary approach to creating powerful campaigns that are also ethically sound and follow best practices.

If you enjoyed this blog, please give us a follow on LinkedIn for updates on our future blogs and resources. 

See you in the next one!

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