Pinterest has introduced Don’t Don’t Yourself, a campaign designed to combat the negative effects of doomscrolling and rising mental health issues.
The company partnered with Uncommon, a UK company, to attack “internal spoilers” by encouraging people to “do” rather than doubt themselves. Pinterest collaborated with Mediahub on the media strategy component of the campaign.
Don’t Don’t Yourself consists of five films documenting the different spoilers, including Inner Critic, Fear of Failure, and Doomscrolling. The films attempt to highlight how Pinterest helps users overcome these obstacles through the “simple act of doing.”
Doomscrolling is a problematic news consumption activity with clear negative effects on a person’s physical and mental health. According to a recent study16.5% of the participants showed signs of “severely problematic” news consumption habits, which contributed to additional anxiety and physical distress.
The advertising campaign, set to run in the period leading up to world mental health day on October 10, it will air in the US, UK, and Germany across television, cinema, video on demand, away from home, digital away from home, and social media. Pinterest will exhibit what it describes as an experiential exhibition, Escape the Doomscroll with Pinterest, in New York City from October 7-9.
Don’t Don’t Yourself is Pinterest’s latest effort to differentiate itself from its competitors and combat the negative effects of social media on user well-being. For Mental Health Awareness Month in May, Pinterest associated with The Mental Health Coalition on content promoting mindfulness and digital wellness.
“Our latest campaign highlights how Pinterest is a different side of the internet, where you can focus more on doing and less on looking, where you can find what you love and forget about likes, and where you can plan your life and try something new. free from judgement”, Pinterest CMO Andréa Mallard said in a statement.
The nation’s dangerous state of mental health remains a central point of concern for the federal government as well as private companies. Pinterest announced the campaign on the same day the Biden administration announced a “historic investment” in mental health services through the American Rescue Plan.
Earlier this summer, the new 988 mental health hotline I was thrown out by the Substance Abuse and Mental Health Services Administration, with a particular focus on supporting communities of color and the LGBTQIA+ community.
This story first appeared in mm+m.
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