Digital Culture
Mental Health

TikTok promotes mental health outreach with $2 million advertising fund

The app honors Mental Health Awareness Month with new year-round initiatives and resource hub.
By Chase DiBenedetto  on 
An illustration of two human silhouettes on a multicolor background. They are both holding glowing phones and a hand is reaching out from the left to touch one of their shoulders.
TikTok's Mental Health Media Education Fund puts advertising money in the hands of organizations supporting mental well-being. Credit: Vicky Leta / Mashable

TikTok users might begin noticing more direct mental health awareness outreach in their feeds, as the platform launches a new fund for mental health organizations in honor of May's Mental Health Awareness Month.

The Mental Health Media Education Fund(opens in a new tab) will provide $2 million in app advertising credits to seven mental health organizations posting and advertising resources on the app, in a bid to support the mental well-being of its users — and make it easier for nonprofits to reach their communities on TikTok.

The organizations collaborating with the platform include:

"NEDA and TikTok are committed to working together to continue to raise awareness and provide resources for individuals and families," wrote Sarah Chase, vice president of communication for the National Eating Disorders Association (NEDA) in the fund's announcement. "Eating disorders can be isolating and stigmatizing for many people and TikTok is a globally accessible platform, which makes it an important place for raising awareness and understanding of eating disorders from a variety of perspectives."

TikTok took a similar route to address public health in 2020, donating $100 million of ad credits(opens in a new tab) to small and mid-size businesses during the COVID-19 pandemic, and another $25 million to nongovernmental organizations providing health education. Other social platforms have used this kind of advertising perk to support monthly cause-focused programming, as well. In 2021, Pinterest announced it was donating ad credits to the National Eating Disorders Association(opens in a new tab) in honor of National Eating Disorder Awareness Week. It did the same(opens in a new tab) for the nonprofit mental health advocacy #HalfTheStory campaign during Mental Health Awareness Month(opens in a new tab) in 2021.

To expand on the Mental Health Media Education Fund advertising efforts, TikTok says it will provide training sessions for organizations supported through the fund to help them better utilize and expand their reach on the app.

And for all users, the platform announced a new #MentalHealthAwareness hub(opens in a new tab) available on the #MentalHealthAwareness hashtag page. The hub features relevant educational videos, organization shoutouts, and mental health and wellness creator highlights, and will continue to be updated throughout May.

As part of that app-wide education effort, TikTok also released its #MentalHealthAwareness Creator Spotlight, which features 10 creators who are fighting to end mental health stigma, sharing educational content about mental health and other related subjects, and connecting with the larger TikTok community to "foster open, honest, and authentic conversations." The spotlight includes:

"Through continued collaboration with mental health organizations, content creators, and our TikTok community, we continue to raise awareness and foster a space where everyone can feel heard and supported — during #MentalHealthAwareness Month and beyond," TikTok wrote in its announcement. "We believe that everyone deserves access to resources and support for their mental well-being, and we are dedicated to continuously learning, evolving, and making a difference."

If you're feeling suicidal or experiencing a mental health crisis, please talk to somebody. You can reach the 988 Suicide and Crisis Lifeline at 988; the Trans Lifeline at 877-565-8860; or the Trevor Project at 866-488-7386. Text "START" to Crisis Text Line at 741-741. Contact the NAMI HelpLine at 1-800-950-NAMI, Monday through Friday from 10:00 a.m. – 10:00 p.m. ET, or email [email protected](opens in a new tab). If you don't like the phone, consider using the 988 Suicide and Crisis Lifeline Chat at in a new tab). Here is a list of international resources(opens in a new tab).

If you feel like you’d like to talk to someone about your eating behavior, call the National Eating Disorder Association’s helpline at 800-931-2237. You can also text “NEDA” to 741-741 to be connected with a trained volunteer at the Crisis Text Line(opens in a new tab) or visit the nonprofit’s website(opens in a new tab) for more information.

Chase sits in front of a green framed window, wearing a cheetah print shirt and looking to her right. On the window's glass pane reads "Ricas's Tostadas" in red lettering.
Chase DiBenedetto
Social Good Reporter

Chase joined Mashable's Social Good team in 2020, covering online stories about digital activism, climate justice, accessibility, and media representation. Her work also touches on how these conversations manifest in politics, popular culture, and fandom. Sometimes she's very funny.

Recommended For You
Suicide-related Google searches will provide message templates for reaching out

Why chilling out to your favorite shows can actually stress you out more
By Mashable BrandX and Truth Initiative

How to watch BBC iPlayer from abroad

The hai infusions smart showerhead is a cool upgrade that's not worth the cost

More in Life
The Netflix password sharing crackdown is here. Check your inbox.

Elon Musk will launch Ron DeSantis' presidential campaign on Twitter Spaces

Microsoft Bing will connect ChatGPT to the internet for all users

Meta sells GIPHY to Shutterstock for a big loss after regulators force a sale

How to watch the Microsoft Build 2023 keynote livestream

Trending on Mashable
Wordle today: Here's the answer and hints for May 24

Gen Z is challenging the way we date, says Tinder report

These new telescope images of the sun are just spectacular

Dyson just dropped six new products, including a wet vacuum and a new robot vacuum
The biggest stories of the day delivered to your inbox.
By signing up to the Mashable newsletter you agree to receive electronic communications from Mashable that may sometimes include advertisements or sponsored content.
Thanks for signing up. See you at your inbox!