The recent years has seen the narrative around mental health in India undergo a significant transformation. Public Relations (PR) has had a key role to play in this shift. If one rewinds back their memory, mental health was considered a taboo subject, often shrouded in misinformation and stigma. But that perception is fast changing with an increasing number of companies and PR firms launching campaigns that highlight the importance of mental health, particularly in the workplace.
An example of this is MindPeers, a mental health platform by founder Kanika Agarwal, that teams up with various companies to promote mental well-being in corporate environments. Their campaigns aim to integrate mental health support into corporate structures, fostering a culture of empathy and understanding. Their campaigns have been successful in raising awareness about mental health as a critical component of employee welfare, encouraging companies to adopt proactive measures.
Tata Steel, which launched the “We Also Make Tomorrow” campaign highlighted the mental health support available to its employees, using storytelling, testimonials, and expert insights to humanise the issue and reduce stigma. By openly discussing mental health challenges and the resources available, Tata Steel positioned itself as a leader in employee welfare, demonstrating a commitment to the holistic well-being of its workforce.
In 2024, several other companies have gone ahead to recognise the importance of mental health and leveraged PR to shape positive narratives around it. Wipro, for instance, launched its “Healthy Minds, Healthy Work” campaign, which included a series of webinars, workshops, and digital content aimed at educating employees about mental health. The campaign utilised PR strategies to reach a wider audience, ensuring that the message of mental wellness permeated every level of the organisation.
Similarly, HDFC Bank introduced its “Wellness First” initiative in early 2024, focusing on creating an open dialogue about mental health within the banking sector. Through PR campaigns, HDFC Bank shared stories of employees who benefited from mental health support, thereby reducing stigma and encouraging others to seek help.
Unilever India has also been at the forefront of mental health advocacy with its “Mind Matters” campaign, launched in collaboration with several PR firms. This campaign included interactive sessions with mental health experts, digital content, and a dedicated helpline for employees. Unilever’s use of PR to promote mental health not only enhanced its internal culture but also positioned the company as a socially responsible leader in the FMCG sector.
PR consultancies too are playing a pivotal role in shaping mental health narratives. For instance, Adfactors PR launched a campaign called “Voices of Mental Health”, which brought together voices from different industries to discuss mental health openly. By using PR tools such as media outreach, social media campaigns, and public discussions, Adfactors PR succeeded in making mental health a mainstream topic.
What’s the impact?
The impact of these campaigns extends beyond individual organisations, contributing to a broader cultural shift in how mental health is perceived in India. PR’s role in this transformation cannot be overstated; through strategic communication, storytelling, and advocacy, PR firms are dismantling long-held stigmas and fostering a more inclusive, empathetic society. The year 2024 has shown that PR is not just about promoting products or services; it is about shaping narratives that have a profound impact on society.
In conclusion, PR campaigns like those from MindPeers, Tata Steel, Wipro, HDFC Bank, and Unilever are leading the way in reshaping the narrative around mental health in India. By integrating mental health into corporate culture and using storytelling to humanise the issue, these campaigns are helping to reduce stigma and foster a more understanding and supportive environment for all.
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