Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Izidoro launches the third edition of ‘The Mentalist’ with mental health messages on packaging

Brand: Izidoro

Campaign: The Mentalist

Source: https://www.imagensdemarca.pt/artigo/izidoro-lanca-terceira-edicao-de-o-mentalista-com-mensagens-sobre-saude-mental-nas-embalagens/

Goal: Raise awareness about mental health among Generation Z

Media: In-store presence, digital content, social media, sponsored media, influencers, podcasts

Summary: Izidoro launches the third edition of 'The Mentalist', a mental health awareness campaign developed in partnership with Manicómio, focused on Generation Z. The campaign features eight messages on 35,000 product packages to initiate conversations around mental health, independence, relationships, and future challenges. The initiative also extends to digital platforms, offering anonymous psychological support through a dedicated page.

Saudi Arabia

IKEA Alsulaiman sorts overthinking with smarter bedroom storage campaign

Brand: IKEA Alsulaiman

Campaign: Overthinking, sorted.

Source: https://campaignme.com/ikea-alsulaiman-sorts-overthinking-with-smarter-bedroom-storage-campaign/

Goal: To shift the perception of bedroom storage as a solution for creating calm and mental space

Summary: IKEA Alsulaiman has launched a campaign in Saudi Arabia and Bahrain titled 'Overthinking, sorted.' The campaign aims to change how people perceive bedroom storage, promoting it as a means to alleviate the mental burdens of everyday life and create a serene home environment.

bedroom storage home organization mental health

France

We All Have Baggage: The Mental Health League Wants to Lighten the Load with Mikado

Brand: Mikado

Campaign: On a tous un bagage

Source: https://www.adada.lu/2026/10/on-a-tous-un-bagage-la-ligue-sante-mentale-soulage-dun-poids-avec-mikado/

Goal: To alleviate mental health burdens

Claim: We all have baggage

Summary: The Mental Health League aims to address mental health issues by encouraging individuals to lighten their burdens, as represented by the campaign featuring Mikado. The campaign focuses on the importance of Mental Health Awareness.

awareness mental health

Portugal

How to reconcile mental health and performance at work? Nestlé and Workwell discussed longevity in…

Brand: Nestlé

Campaign: Healthy Life Summit – Mental Health Matters

Source: https://www.imagensdemarca.pt/artigo/como-conciliar-saude-mental-e-desempenho-no-trabalho-nestle-e-workwell-debateram-a-longevidade-nas-organizacoes/

Goal: To promote mental health awareness and sustainable performance in the workplace

Summary: The second edition of the Healthy Life Summit – Mental Health Matters brought together business leaders and experts to discuss the impact of longevity on the future of work, with a focus on mental health, well-being, and intergenerational collaboration. Organized by Nestlé Portugal and Workwell on World Mental Health Day, the event highlighted the need for organizations to prepare for longer professional lives and address societal changes in population demographics.

longevity mental health sustainable performance well-being

United States

From Awareness to Action: Rethinking Mental Health Campaigns

Brand: Ad Council

Campaign: Love Your Mind

Source: https://www.adweek.com/brand-marketing/from-awareness-to-action-rethinking-mental-health-campaigns/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=6

Goal: To change behavior and challenge stigma surrounding mental health

Media: audio, community engagement, social media

Summary: The episode of Adspeak by ADWEEK discusses the effectiveness of mental health campaigns, particularly focusing on the 'Love Your Mind' campaign localized for Georgia. It emphasizes the importance of culturally relevant storytelling, community voices, and athlete advocacy in driving behavioral change regarding mental health. The campaign succeeded in increasing awareness and resource-seeking behavior significantly in a short period, showcasing how well-executed campaigns can foster tangible action.

behavioral change campaign community advocacy mental health

Global

Asics Enlists Sigourney Weaver to Document Habits of the Couch-Bound Human

Brand: Asics

Campaign: Human Nature

Source: https://www.adweek.com/creativity/asics-enlists-sigourney-weaver-to-document-habits-of-the-couch-bound-human/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=5

Goal: To inspire people to move and combat sedentary lifestyles

Claim: Movement transforms not just the body, but also the mind

Media: Short film

Summary: Asics released a satirical nature documentary titled 'Human Nature', narrated by Sigourney Weaver, to highlight the sedentary behaviors of modern humans ahead of World Mental Health Day. The 10-minute film features three individuals in their daily routine of screen addiction, ultimately advocating for daily movement to improve physical and mental health. Backed by a report on physical activity levels, the campaign addresses contemporary societal issues surrounding inactivity.

health mental health movement sedentary lifestyle

Czech Republic

At the Glanc Talk Summit live stream, you will hear singer Lenny, Bára Nesvadbová, and Surgeon Tomáš Šebek.

Brand: Glanc

Campaign: Glanc Talk Summit

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-09/na-live-streamu-glanc-talk-summit-uslysite-zpevacku-lenny-baru-nesvadbovou-nebo-chirurga-tomase-sebka/

Goal: To connect personal and professional life themes through discussions and workshops

Claim: Health and good relationships are the greatest luxury

Media: Live streaming on iGlanc.cz and social media

Summary: VLTAVA LABE MEDIA is expanding its lifestyle brand Glanc with a new event format called Glanc Talk Summit, taking place on September 24, 2026, in Prague. The conference will feature discussions, personal stories, and practical workshops focused on mental resilience, life and career changes, and health. Notable personalities like singer Lenny and surgeon Tomáš Šebek will participate. The event aims to be accessible through live streaming and not ticket sales.

community engagement lifestyle conference mental health workshops

Germany

Free up your mind: LG makes mental load the new campaign theme

Brand: LG

Campaign: Free up your mind

Source: https://www.horizont.at/marketing/news/free-up-your-mind-lg-macht-mental-load-zum-neuen-kampagnenthema-103198

Goal: Raise awareness about mental load

Summary: LG has launched a new campaign focusing on the concept of mental load, highlighting the challenges individuals face in managing mental stress and responsibilities. The aim is to create a conversation around mental well-being and alleviate such burdens.

advertising campaign mental health

Italy

The Emotional Ball of Yarn

Brand: Unobravo

Campaign: La Matassa Emotiva

Source: https://brand-news.it/brand/persona/salute/unobravo-cambia-prospettiva-con-different-scelta-dopo-gara/

Goal: To raise awareness about mental health

Claim: Unobravo. Change perspective.

Media: Television, Connected TV, digital, radio

Summary: Unobravo has launched a new advertising campaign titled 'La Matassa Emotiva' aimed at raising awareness about mental health, featuring a metaphorical journey through emotions represented by a ball of yarn. The campaign is set to air on major TV networks and streaming platforms, utilizing a multi-channel approach and developed by Different agency.

advertising campaign mental health

Japan

Teenagers Search for ‘Suicide’ and ‘Self-harm’ → Parents Notified: Instagram’s New Feature

Brand: Instagram

Campaign: Parental Notification Feature for Self-harm Searches

Source: https://www.advertimes.com/20260820/article554263/

Goal: To notify parents when children search for keywords related to suicide and self-harm

Claim: Promoting child safety on social media

Media: Social Media

Summary: Meta's Japan branch implemented a new feature for Instagram that notifies parents if children aged 13-17 repeatedly search for terms related to suicide or self-harm. This initiative follows growing global concerns regarding the impact of social media on children's health and safety. Additionally, the platform aims to block searches for specific harmful terms and provides resources for mental health support to users.

child safety mental health social media

Global

LG Launches ‘Life’s Good’ Campaign to Free the Mind from Everyday Mental Load

Brand: LG

Campaign: Life’s Good 2026

Source: https://www.imagensdemarca.pt/artigo/lg-lanca-campanha-lifes-good-para-libertar-a-mente-da-carga-mental-do-dia-a-dia/

Goal: To address mental overload and show how technology can alleviate everyday burdens.

Claim: Free up your mind

Media: Film, interactive experience

Summary: LG Electronics launched the global campaign 'Life’s Good 2026' with the theme 'Free up your mind', focusing on the mental overload caused by daily demands and how artificial intelligence can help reduce the burden of routine tasks. A study revealed that people spend approximately 87 days a year feeling mentally overloaded. The campaign includes a main film featuring a family embracing spontaneity without daily pressures and highlights how LG's products can assist with routine tasks.

artificial intelligence mental health technology

Belgium

The Phone of a Deceased Boy Speaks Again. The Child Focus Campaign Helps Protect Other Children

Brand: Child Focus

Campaign: Reactivating Glenn’s Phone

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2025-04/telefon-zesnuleho-chlapce-znovu-promluvil-kampan-child-focus-pomaha-chranit-dalsi-deti/

Goal: To prevent young people from ending up in similar situations of abuse

Claim: A call for better protection of minors

Media: Online videos, TV ads, radio spots, DOOH, online campaign film

Summary: In a poignant campaign, Child Focus and VML Belgium reactivated the phone of Glenn, a 15-year-old who took his own life after a nude selfie he sent went viral. On European Child Protection Day, they directed calls to his voicemail, where callers heard his voice and were encouraged to sign a petition for better protections for minors. The campaign, featuring emotional testimonials, garnered over 25,000 signatures in just 24 hours, highlighting the need for societal change regarding child safety.

child protection mental health prevention of abuse

Ireland

Droga5 Dublin Turns Missed Calls Into Media for Samaritans

Brand: Samaritans Ireland

Campaign: Donate Your Voicemail

Source: https://www.adworld.ie/2026/07/24/droga5-dublin-turns-missed-calls-into-media-for-samaritans/

Goal: Encourage people to use voicemail greetings to promote the Samaritans' support service.

Claim: Call me anytime

Media: Outdoor advertising, radio calls, public participation through a website

Summary: Droga5 Dublin launched the 'Donate Your Voicemail' campaign for Samaritans Ireland, encouraging individuals to record voicemails promoting the charity's 24-hour support service. The campaign leverages research showing that many calls go unanswered and utilizes donated media spaces for publicity. Irish musicians and Bauer Media Audio Ireland support the initiative, emphasizing the importance of making help accessible at all times.

charity mental health voicemail campaign

Portugal

Program supported by Zurich Portugal reinforced the mental well-being of more than 130,000 people

Brand: Zurich Portugal

Campaign: Por Ti: Programa de Promoção do Bem-estar Mental nas Escolas

Source: https://www.imagensdemarca.pt/artigo/programa-apoiado-pela-zurich-portugal-reforcou-o-bem-estar-mental-de-mais-de-130-mil-pessoas/

Goal: Promote mental well-being in schools

Summary: A mental well-being program supported by Zurich Portugal has reached over 130,000 individuals, including adolescents, teachers, and families, enhancing mental health literacy and early detection of psychological issues. The 'Por Ti' initiative has conducted nearly 3,000 workshops across 402 schools and will continue into the next academic year, with a focus on empowering educational agents and students to manage emotions and challenges effectively.

education mental health well-being youth support

Global

Youth Protection: Meta AI Will Send Suicide Warnings to Parents

Brand: Meta

Campaign: Suicide Alert Notifications

Source: https://www.horizont.at/digital/news/jugendschutz-in-meta-ai-meta-verschickt-kuenftig-suizidwarnungen-an-eltern-102737

Goal: To send alerts to parents about potential suicide risks for their children

Summary: Meta is implementing a new feature where its AI will send suicide warning notifications to parents if their children are flagged for at-risk behavior on its platforms. This initiative aims to enhance the safety of young users and involve parents in monitoring their children's mental health.

mental health parental guidance social media safety