Mental health is becoming an increasingly important conversation, and two of the biggest names in the digital mental health space, Headspace Health and Cerebral, are using the spotlight of two of the world’s most-watched events—the Super Bowl and the Winter Olympics—to bring awareness to mental well-being. These strategic digital mental health campaigns are taking advantage of the massive audiences of these events to promote services, offering a message of self-care, mental wellness, and the importance of seeking help. Both companies are tapping into the cultural moment to advocate for mental wellness at a time when the global conversation around mental health is more critical than ever.
Headspace Health’s Super Bowl Campaign: “Love Yourself Like A Legend”
Headspace Health, a company based in San Francisco, is taking a bold step with its 30-second commercial during the pre-game broadcast of Super Bowl LVI. This ad is part of Headspace’s “Love Yourself Like A Legend” campaign, which features award-winning musician and Headspace partner John Legend. This is a classic example of how digital mental health campaigns can blend celebrity partnerships with a message of wellness.
In the ad, Legend is seen lounging in silky sleepwear on a fur rug in front of a cozy, romantically lit fireplace. He invites the viewer to “sleep with him,” in a playful, tongue-in-cheek call to action aimed at promoting better sleep habits and, ultimately, mental wellness. The ad highlights Headspace’s new sleep-aid content, available on its mobile app, including a sleepcast and a curated eight-hour-long playlist designed to help users relax and fall asleep. This is an example of how digital mental health campaigns can creatively engage audiences while promoting tangible services to improve their well-being.
According to Amy Davis, Headspace’s Vice President of Global Brand Marketing, the ad is perfectly timed, with Valentine’s Day falling the day after the Super Bowl. “The timing is so perfect,” Davis told Ad Age. “With Valentine’s Day falling the day after the Super Bowl this year, it allows us to reach that broader audience and get Headspace on people’s minds as they’re thinking about how they can feel better and live a healthier, happier life.” This ad also marks Headspace’s first major TV spot since merging with Ginger.io to form Headspace Health.
This digital mental health campaign has attracted attention not only because of its celebrity endorsement but also because it is targeting a broad audience who might not usually think about mental health. By blending entertainment with mindfulness, Headspace is proving how impactful digital mental health campaigns can be in raising awareness and encouraging self-care.
Cerebral Teams Up with Simone Biles for the Winter Olympics
Meanwhile, Cerebral is using the Winter Olympics to raise awareness about the importance of mental health, particularly through the lens of sports. Cerebral, also based in San Francisco, is running a one-minute ad featuring American gymnastics icon Simone Biles, who has become a trailblazer in advocating for mental health care after stepping away from the 2020 Tokyo Summer Olympics due to her personal mental health struggles. This partnership is another stellar example of how digital mental health campaigns can make a huge impact by working with high-profile individuals to destigmatize mental health conversations.
In the ad, Biles talks about prioritizing her own mental health, with the support of Cerebral’s app, therapy sessions, and subscription medication delivery. This ad is significant because it addresses the importance of mental health in high-performance athletes and highlights how digital mental health campaigns can empower people to seek help, regardless of their social or professional status.
Simone Biles’ involvement with Cerebral, where she serves as the company’s chief impact officer, shows how digital mental health campaigns can be used to bring critical mental health issues to the forefront. Kyle Robertson, Cerebral’s CEO and co-founder, expressed the company’s excitement about the partnership, emphasizing how Biles has inspired millions of people to prioritize their mental health. He said, “Since she stepped away from competition in Tokyo, Simone has inspired millions of people who otherwise would suffer in silence to stand up and get the care they deserve and need.”
Biles’ story serves as a powerful reminder of why digital mental health campaigns are so crucial. They provide people with the resources they need to manage their mental health, whether that means seeking therapy, taking medication, or simply learning how to pause and breathe in the midst of a busy life.
The Financial Power Behind the Campaigns
Both Headspace Health and Cerebral are backed by substantial venture capital, allowing them to run these high-budget digital mental health campaigns during such significant global events. Before its merger with Headspace, Ginger.io raised an estimated $211 million, and Cerebral raised $300 million during its Series C funding round. These investments have enabled both companies to scale their services and bring their mental health solutions to the masses through innovative and impactful advertising.
The financial backing that supports these digital mental health campaigns underscores the growing recognition of the importance of mental health care, as well as the potential for digital platforms to meet this growing demand. The fact that these companies are now using the global stage of the Super Bowl and Winter Olympics to reach millions is a testament to the increasing normalization of mental health care in mainstream culture.
The Bigger Picture: Why It Matters
The fact that digital mental health companies like Headspace and Cerebral are leveraging the global audiences of the Super Bowl and Winter Olympics highlights a significant shift in how mental health is perceived in society. By featuring well-known figures like John Legend and Simone Biles, these digital mental health campaigns are normalizing the conversation around mental health and encouraging people to take care of their emotional well-being.
These campaigns are more than just advertisements—they are part of a larger movement to reduce the stigma surrounding mental health, offering accessible solutions for everyone, no matter their background or profession. With so many people struggling with mental health challenges, these digital mental health campaigns are making it easier for individuals to seek help and find support through digital means.
As the conversation around mental health continues to evolve, these high-profile campaigns are setting an example for other companies in the mental health space. They show that with the right partnerships and messaging, digital mental health campaigns can effectively raise awareness, reach a broad audience, and help people take action toward improving their mental health.
In the end, the work that Headspace and Cerebral are doing through these strategic campaigns is helping to transform the landscape of mental health care. Their innovative use of celebrity partnerships, digital platforms, and major events like the Super Bowl and Winter Olympics proves that digital mental health services are not only necessary but also accessible and effective for a wide range of people.
