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Special Project

Special Project
From the 7th Annual Shorty Impact Awards

Mind Your Wellness: Self-care with intention

Winner in Mental Health


According to the World Health Organization, the global prevalence of anxiety and depression increased by a massive 25% in just the first year of the COVID-19 pandemic. Searches about learning and improving mental health started to rise on Pinterest during the pandemic and have continued to increase exponentially over the past year as people try to adjust to a new normal. Specifically, people turned to Pinterest to express their feelings, find encouragement and wellness techniques, as well as alleviate stress or anxiety. For example, searches for “struggling mentally quotes” increased by 9X, “feeling stressed” increased by 8X, and “tough day encouragement quotes” increased by 3X; “yoga for stress” searches were also up +74%. 

To support users' (Pinners) call for mental health content, Pinterest took deliberate steps to create inspiring environments – both online and offline – to build mental health awareness and advance emotional well-being through its “Mind Your Wellness” campaign. The campaign built on Pinterest’s ongoing efforts to pioneer positivity online and to serve as a place of solace and inspiration for Pinners around the globe. 

Additionally, as conversations about the link between social media and mental health continue to swirl, Pinterest’s “Mind Your Wellness” campaign underscored the company’s stand against toxic online culture and demonstrated how the brand intentionally engineers a more positive corner of the Internet. Whereas other online environments deplete emotional wellbeing, Pinterest is a refuge from social validation and provides a place where Pinners can escape, explore ideas and let their creativity shine through. 

Strategy and Execution

Pinterest’s “Mind Your Wellness” campaign featured various on- and off-platform initiatives to increase awareness about the mental health challenges that show up in daily life, advance innovation in the field through purposeful giving, and provide inspiring resources to promote self-care.

Launched during Mental Health Awareness Month 2022, the key features of the campaign included:

Overall, the “Mind Your Wellness” campaign set out to improve mental health, not threaten it.


The “Mind Your Wellness” campaign reached 2k impressions on Pinterest boards and 2.9m potential social reach on Instagram. Pinterest also engaged over 500 Pinners, creators, partners and guests across the policy, legislative, mental health and emotional wellbeing landscape through its in-person events. 

Feedback from stakeholders included:

-Larissa May, Founder #HalfTheStory

Additionally, Pinterest invested more than $6M in its Purpose Partners who represent over two dozen mental health nonprofits whose impact spans locally and around the globe. With Pinterest’s support, Purpose Partners have helped to pass school mental health bills in states like Alabama and Illinois and have increased attention on youth mental health by the White House and Congress. During the campaign, Pinterest announced public support of the “Restoring Hope for Mental Health and Well-Being Act of 2022” (HR 7666) to improve mental health outcomes for youth, mothers, and people in crisis. The House Energy and Commerce Health Subcommittee passed the legislation during our Mental Health Youth Action Forum kickoff event. 

Pinterest continues supporting emotional wellbeing year-round with a continued and deepened focus on mental health for young people.


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