Beyond awareness weeks: How can brands create lasting, meaningful change to support youth mental health?

Kathryn McColl and Victoria Millar, Co-founders of Hark
Opinion

Awareness weeks. Campaign launches. One-off activations. These moments matter. They spark conversations, capture imaginations and show young people that they’re seen and supported. For many brands, they’re a powerful starting point, the first step towards making a difference.

At Hark, we see their value. And we also see what’s possible when those first steps lead to something more. Because real, lasting impact on youth mental health doesn’t come from a single moment. It comes from consistency. From showing up with purpose – again and again.

And it matters – not just for young people, but for the future.

Youth mental health is one of the most urgent issues of our time. One in five young people in the UK now experiences a probable mental health disorder1. When brands take an active role in supporting young minds, they’re not just doing the right thing – they’re investing in the resilience, creativity and wellbeing of the next generation of employees, consumers and leaders. This is a business issue as much as a social one.

We’ve seen it in action:

  •  With Premier League Primary Stars, we’ve supported ongoing conversations around gender equality, resilience, self-esteem and racism year-round through curriculum-linked resources that reach thousands of schools.
  •  With NBA in the Classroom, we developed flexible resources to bring role models, mindset tools and essential life skills into classrooms, helping students understand what it takes to succeed – on and off the court.
  •  With DHSC (Department for Health and Social Care), we created and promoted wellbeing resources on topics like stress, friendships and social media, featuring youth voices and engaging videos. Alongside teacher guides and outreach for Better Heath Every Mind Matters, we helped schools open vital conversations and support healthier, happier lives.

We don’t dismiss the power of a one-off moment. It can be the spark that lights the fire. But when brands go further, when they stay present, stay purposeful and stay committed, that’s when young people feel truly seen, understood and empowered.

 And that’s when change becomes something that lasts.

 

1. https://digital.nhs.uk/data-and-information/publications/statistical/men...