For Mental Health Awareness Month 2025, the Mental Health Coalition launched the Biggest Conversation Ever about the Biggest Public Health Crisis Ever — with a bold, unifying message: Take It Personally (TIP).
At a time when mental health challenges are rising and stigma still lingers, we sought to mobilize a cultural shift. The goal: to reframe mental health as something that is a part of all of us, and something we all can act on. “Everyone Has Mental Health” became our rallying cry, encouraging people to share one meaningful way they care for their own mental health, support a loved one, or advocate in their community.
The campaign aimed to meet people where they are — online, in conversation, in community — and invite them into a movement that values vulnerability, empathy, and everyday action. Through TIP, we set out to:
This campaign marks the beginning of a new mental health culture — one where stigma gives way to solidarity, and where conversations are not just allowed but encouraged. In a fragmented world, our objective was to reflect, connect, and imagine what’s possible when we all Take It Personally.
The success of Take It Personally stemmed from a multi-channel, community-powered strategy that fused storytelling, social media, and scale.
Planning the Movement:
We grounded the campaign in research-backed behavioral science, developing actionable TIP suggestions that resonated across generations and cultures. Each TIP provided a clear, personal way to engage—whether it was taking a daily walk, checking in on a friend, or advocating for inclusive policies.
Powering the Voices:
To build momentum, we activated our robust network of over 50 MHC Champions, Ambassadors, and creator partners, including celebrities, mental health advocates, and nonprofit leaders. Celebrities like Jay Shetty, Deepak Chopra, Al Roker, Rachel Brosnahan, Rachel Platten, and MHC Founder Kenneth Cole filmed TIP videos, which became core creative assets shared across platforms. We also aligned with our 50+ nonprofit partners to infuse the Take It Personally message into their own campaigns and platforms for a far-reaching message.
Orchestrating the Moment:
We designed the campaign to launch at a specific moment:
Multi-Platform Amplification:
We posted and shared the community’s TIP videos across social platforms, making use of platform-specific features like the “Add Yours” sticker on Instagram Stories and the topic tags on Threads. We partnered with iHeart Media to run audio PSAs nationwide with the Take It Personally message, reaching new audiences through trusted voices. On our website, the campaign landing page served as a central hub containing dozens of TIPs and resources from our member orgs and community.
Continued Creative Execution:
To keep momentum throughout the month after the initial wave of May 7 posts, we compiled and edited highlight videos showcasing diverse TIPs — from high-profile figures to nonprofit advocates — amplifying reach and engagement. We also partnered with the majority of our 50+ nonprofit member organizations to collaborate on Instagram throughout the month, sharing written TIPs and resources that connected the Take It Personally message to their own nonprofit work.
Overcoming Challenges:
One of the key challenges was coordinating content across so many voices and organizations, each with their own timelines and messaging needs. We streamlined the process with pre-scripted TIP prompts, creative templates that were easy to use, and strategic staging of the rollout — allowing the campaign to feel both unified and authentic.
This was not a one-day awareness moment; it was the launch of a sustained mental health movement. The TIP campaign didn’t just spark conversation — it invited people to change the way they think, act, and connect.
The Take It Personally campaign exceeded expectations in reach, engagement, and resonance.
Beyond numbers, the campaign sparked real connection. People shared intimate reflections on managing anxiety, depression, panic attacks, and stress. They showcased their personal strategies for meditation, movement, human connection, and advocacy. The #TakeItPersonally hashtag became a container for solidarity — everyone had a different TIP and perspective, but everyone shared how mental health affected them.
Most importantly, the TIP campaign helped dismantle the outdated notion that mental health is only relevant to “some.” It made the personal universal — a call to action for everyone, everywhere, to take mental health personally.
