As Mental Health Awareness Month begins, social media platform WeAre8 is turning the media spend from some of Australia’s biggest brands, including Doritos and Berocca, into a force for change.
The mental health pledge throughout October will see 4% of the media investment from Doritos and Berocca shared directly with mental health charities every time a person views their ad on WeAre8.
This will help support charities such as Lifeline, ReachOut and the Gotcha4life Foundation.
Beyond the mental health pledge, brands will also tap into a range of content and tactical enhancements in the way they show up on WeAre8.
This includes ‘Golden Wallet Drops’, where brands surprise citizens with weekly money drops across October to fund mindful activities such as yoga and meditation, and content featuring an array of creators and changemakers discussing the role of creativity and conversation in addressing mental health.
Daily prompts will also encourage WeAre8 users to take mindful breaks from their screens each day.
Doritos senior brand manager, Kat Miller, said Doritos has been in partnership with online youth mental health charity ReachOut since 2022, encouraging young people to take action for their mental health.
"We are thrilled to partner with WeAre8 as part of our campaign this year to drive awareness of ReachOut, unlock additional donation opportunities and drive meaningful impact with young people in Australia through WeAre8’s relevant, mental health focused platform," she said.
Berocca brand manager Rachel Juniper said partnering with Lifeline through the WeAre8 platform underscores Berocca's commitment to fostering mental wellness.
"We believe that supporting mental health is as vital as physical health, and this collaboration is a testament to that belief," she said.
Alongside media contributions from key brands, WeAre8 will also encourage citizens to further support health-oriented organisations by paying forward any money they earn from watching brand ads on the platform to these charities and communities throughout October.
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