October is World Mental Health Month – a time to raise awareness, educate, and promote better mental health practices.

Many sports brands have supported this cause in recent years, using their platforms to draw attention to the importance of mental wellbeing and creating some great content in the process.

This year has been no exception, with various campaigns and social posts finding original ways to encourage people to think about their mental health. Here are just a few …

The #MoveYourMindWithAsics campaign quickly emerged as a standout in this year’s initiatives.

Launched at the end of September, it built momentum in the run-up to World Mental Health Day on 10 October. The campaign’s launch video (garnering over 380,000 views on YouTube and 40,000+ likes on Instagram) featured actor Brian Cox – well-known for his role as the ruthless Logan Roy in Succession. In a clever twist, Cox’s ‘horrible boss’ character advocates for better mental health as he urges people to step away from their desks and get moving.

The campaign message was backed by research conducted by Asics which indicates that mental health starts to decline after just two hours of sitting and that stress levels spike after four hours. The good news? Taking an easy 15-minute movement break can help counteract any adverse effects.

The campaign built on its brilliant video by offering a clear, actionable takeaway for its audience: the #DeskBreakChallenge, a social activation inviting participants to post photos of their desk breaks. And for every post, Asics donated to the mental health charity Mind, successfully linking action with purpose.

Asics struck a balanced approach to raising awareness, engaging audiences and driving meaningful impact. All while remaining true to its brand values, aligning perfectly with World Mental Health Day’s focus on workplace wellbeing.

McLaren may not have launched a full-scale campaign, but their heartfelt, “Pick up the Phone” video deserves recognition. Team members, including star racer Lando Norris, were interviewed and asked to call a loved one on the spot to see how they’re doing.

The video, with its sincere, unscripted content, delivered a straightforward and actionable message throughout that felt personal and relatable:  to reach out to friends and family to check up on their mental wellbeing.

And it certainly struck a chord with viewers (255,000+ likes on Instagram and 40,000 views on YouTube) which proves that you don’t need high production costs to create a campaign with a strong message and a lasting impression.

Powerade has revived its “Pause is Power” campaign, initially inspired by Simone Biles’s decision to prioritise her mental health during the 2020 Tokyo Olympics. Relaunched in anticipation of Biles’s highly awaited return at Paris 2024, the campaign targets Gen Z, conveying the message that it’s okay to take a break and prioritise your wellbeing over performance.

The timing was crucial. By reintroducing the campaign ahead of Paris, Powerade capitalised on the momentum of Biles’s remarkable comeback by using a series of posts throughout the Games to reinforce the “Pause is Power” message.

But Powerade didn’t stop there; instead, it has continued the campaign into Mental Health Month, even in Biles’s absence. In collaboration with the Olympics , Powerade released a post highlighting how something as simple as breathing can boost wellbeing. This post became their third most successful of the year, reinforcing the same simple message introduced through Biles.

The success of this campaign underscores how aligning the right message with the right person at the right time can resonate deeply with audiences.

A simple campaign with a clear message – running enhances mental health – parkrun’s “Just What the Doctor Ordered” tapped into the compelling link between the two.

Developed by ad agency Meanwhile, it featured posters that resembled a doctor’s prescription to emphasise parkrun’s endorsement by a Royal College of General Practitioners initiative to prescribe participation in parkrun events to their patients.

Doctors who have recommended it believe running can assist patients with anxiety and depression.

By placing their ads in parks where people were already active, parkrun called on more people to lace up and take part. It’s not just a run; it’s a prescription for wellbeing.

These campaigns offer valuable insights for sports rights holders looking to promote causes and awareness days. Despite their varied styles, several key principles emerge that can be applied to your own campaigns.

Provide a clear action:

Each campaign conveyed a simple, actionable message – whether it was taking a break, making a call, or going for a run.

Audiences should easily understand what’s being asked of them. When crafting your campaigns, focus on offering a clear, achievable action that people can apply straight away.

Align with events or trends:

Timing is all. Powerade’s “Pause is Power” gained momentum by launching before Simone Biles’s Olympic return.

Align your campaign with a relevant event, cultural trend or awareness day to help amplify reach and increase engagement.

Match with your brand values:

Campaigns that were most effective authentically reflected a brand’s core values. Sports brands, for instance, naturally align with mental health due to the relationship between physical activity and wellbeing.

Understand what your brand stands for and build campaigns around causes that are compatible with your identity and resonate with your audience.

Leverage multiple touchpoints:

Campaigns from Asics, parkrun and Powerade used a mix of video, social media and physical advertising to reach audiences.

Ensure the strategic use of different platforms/channels to deliver your message where it will have most impact.