Mental Health Awareness Month is a powerful opportunity for healthcare marketers to start conversations that will make a real difference in your communities. Mental health affects everyone, but stigma, confusion, and lack of access still keep too many people from getting the help they need. That’s where you come in. A strong campaign can do more than just raise awareness. It can connect people to care and even support growth across your health system.

When your campaigns are built with empathy and purpose, they have the power to inspire change. The strategies we’ll talk about here offer a clear roadmap for building campaigns that educate and move people to action.

Why mental health awareness month matters

Mental health challenges affect many people yet remain unseen by most. NAMI reports that annually 1 in 5 American adults experience mental illness. Millions of people across the country experience daily challenges with anxiety and depression and stress and more serious mental health conditions.

RedboxRX data shows that each year, 63% of U.S. adults with serious mental illness receive no treatment.

Mental Health awareness campaigns do more than put a spotlight on these issues. They connect people with support, make conversations about mental health normal, and create entry points for those most in need.

Mental health campaign marketing tips for healthcare marketers

Creating a meaningful campaign doesn’t need to be complicated. These strategies can help healthcare marketers develop effective Mental Health campaign marketing efforts which successfully connect with people and motivate them toward action.

Start local

The partnership between schools, libraries, churches and nonprofits allows community health initiatives and mental health resources to be delivered directly into neighborhoods.

Share real stories

Feature authorized stories from providers and patients and staff members to create authentic emotional and relatable materials.

Use smart targeting

Search ads should target terms such as “how to manage stress” and “find a therapist.” You can reach your audience through social media and email because they already spend time on these platforms.

Keep language simple and supportive

Avoid jargon. The messaging should be supportive and welcoming while addressing people at their current point of need especially those who feel uncomfortable seeking help.

Measure what matters

The process should start with specific goals followed by performance tracking and regular adjustments. The effectiveness of your campaign should be measured by HRA completions and website traffic as well as click-through rates and resource downloads.

Campaign ideas that inspire connection

Looking for ways to engage your audience during Mental Health Month? Try these ideas.

• “Check in on you” campaign: Ask people to take quick daily mental health moments. Share prompts through social posts, emails or handouts that spark reflection. Keep it simple.
• Workplace wellness Wednesdays: Create short videos showing stress-busting techniques. Think breathing exercises, desk stretches, or one-minute mindfulness. They adapt easily to different work settings and don’t take much time.
• Youth focus Fridays: Make content just for teens and young adults. Address what they actually worry about—school pressure, friendship drama, digital burnout. Most campaigns miss this group completely.
• Live Q&A with providers: Host a livestream where specialists answer real questions. No scripts. These sessions humanize providers and tackle the concerns that keep people from seeking help in the first place.

Share across your channels—social, email, website, waiting room screens. Need more? Grab SAMHSA’s Mental Health Awareness Month Toolkit—a free, ready-to-use resource that can help expand your reach and impact.

Boost reach with HRAs + SEM strategies

Digital campaigns achieve maximum success when they link specific needs of people to their search patterns. The combination of health risk assessments (HRAs) and search engine marketing (SEM) proves to be highly effective.

The behavioral health assessments for Depression, Anxiety and Substance Use reach people at their moment of need for help. The tools assist individuals in evaluating their mental condition while providing them with self-assessment results and guidance toward necessary support. Results improve significantly during Mental Health Awareness Month when checking on your emotional health doesn’t seem so strange.

Combining HRAs with SEM lets you:

• Capture people actively looking for support
• Offer quick assessments that encourage action
• Convert online engagement into appointments and referrals—improving access while boosting revenue

Numbers always tell the story. Our assessments have been finished by thousands of people across the country who achieved high conversion rates that produced tangible downstream results. Our HRAs guide people to care while driving engagement no matter if the focus is on mental health or brain health.

Turn awareness into action that lasts

There is more to Mental Health Awareness Month than just checking off a box. It’s your opportunity to reach folks who have been struggling alone and link them up with real help.

Ready to amplify your impact? Pair SEM with 1 or more of our behavioral health assessments to boost engagement and deliver care that actually fits each person’s needs.

This May, create something meaningful. When mental health takes center stage, we all win.

Stay ahead of the curve on health awareness months

You’ll never miss a health awareness month when you download our free calendar. It can help you keep track of upcoming observances, and it highlights corresponding HRAs that can amplify your campaigns.