JanSport launched the #LightenTheLoad campaign to connect with Gen Z and offer them valuable mental health resources, especially at a disruptive time when they may be feeling more anxiety than usual, as well as isolation, stress and uncertainty about their future. The Mental Health Awareness Month campaign is about offering a place for young people to open up about mental health through Instagram Live sessions with mental health experts.
The first sessions in May kicks off on the themes of isolation and compassion fatigue, followed by uncertainty and family throughout the rest of the month. The #LightenTheLoad campaign from JanSport will be exploring everything from stress to tough emotions, helping to normalize and destigmatize discussions around mental health.
Gen Z Mental Health Campaigns
JanSport's #LightenTheLoad Addresses Isolation, Stress & Uncertainty
Trend Themes
1. Gen Z Mental Health - Campaigns targeting Gen Z mental health concerns will be on the rise as this demographic experiences more stress and uncertainty than usual.
2. Mental Health Awareness Month - Mental health campaigns during the month of May will become more popular, as brands recognize the importance of addressing mental health during this time.
3. Instagram Live Mental Health Sessions - The use of Instagram Live to connect with mental health experts and promote open discussions about mental health issues among young people will become more common.
Industry Implications
1. Fashion & Apparel - Fashion and apparel brands can seize the opportunity to address mental health concerns among Gen Z through campaigns that offer resources and support.
2. Social Media - Social media platforms and companies can participate by providing mental health resources or collaborating with brands to launch awareness campaigns.
3. Telehealth and Telemedicine - Telehealth and telemedicine companies can create campaigns targeting mental health issues among Gen Z and establish partnerships with brands aiming to promote mental health awareness among young people.