• by Tanya Gazdik , May 7, 2025

A variety of brands are planning efforts around Mental Health Awareness Month, which has been observed during May in the United States since 1949.

Each year a different theme is chosen for the month by Mental Health America, an advocacy group. Turn Awareness into Action was chosen for 2025 with the goal of celebrating progress made in recognizing the importance of mental health.

Wellness Pet Co. has teamed up with Strava to launch the “Wellness Pet Minutes that Matter Challenge.” It encourages people to log 250 minutes of activity with their dogs in May via the new Wellness Pet Run Club. The digital community encourages  fitness-minded pet parents to share routes, swap stories and access exclusive content, training tips and product giveaways.

The campaign reflects Wellness Pet Company’s broader focus on mutual well-being and the bond between pets and people, according to the company. 

Saks Fifth Avenue is partnering with content creator Emily DiDonato on content highlighting her personal tips on prioritizing mental health. The retailer will donate 10% of the purchase price from sales on Saks.com through May 11to support the Saks Fifth Avenue Foundation's mental health initiatives, with a maximum donation of $50,000.

The foundation is renewing its local grant program for the fourth consecutive year. Through this initiative, $250,000 is distributed to community-based organizations across the country, helping to provide direct access to mental health care in local communities. 

Madhappy, a Los Angeles-based clothing brand, will host "Madhappy and Friends," a one-night-only benefit event at Pacific Park on the Santa Monica Pier on May 8. Powered by Shopify, the immersive evening will raise funds for The JED Foundation, a nonprofit focused on youth mental health and suicide prevention.

Calm is partnering with Midi Health, a virtual care clinic focused on women navigating perimenopause and menopause. As Mental Health Awareness Month puts a spotlight on under-addressed care gaps, this partnership tackles a critical one: women’s mental health during midlife, according to the companies. One in three women report significant mental health challenges during midlife—but fewer than half seek treatment. 

The partnership includes curated content on the Calm app to support women in this life stage, plus 50% off Calm Premium for new Midi patients.

The Finch self-care app (which uses a virtual pet to motivate users to engage in daily self-care activities) is launching a campaign to encourage mental health awareness. Creative appears in two of New York’s most overstimulating, high-traffic spots — outside the Lincoln Tunnel and in the heart of Times Square. It expands to “That's Self Care,” a national marketing campaign designed to normalize daily self-care no matter how chaotic life gets. The campaign is running across channels including OOH, social and digital,