Sydney, 8 October, 2024: As Mental Health Awareness Month begins, social media platform WeAre8 is set to address mental health with meaningful action, turning the media spend from some of Australia’s biggest brands, including Doritos and Berocca, into a force for change.
The global mental health crisis has reached alarming levels, intensified by the divisiveness and negativity often amplified by mainstream social media algorithms. This October, WeAre8 is taking a stand, using its platform to champion mental health awareness while driving the conversation forward in partnership with brands. The aim is to demonstrate how media investments made on WeAre8 can also create meaningful change by supporting some of the country’s biggest mental health organisations.
The mental health pledge throughout October will see 4% of the media investment from Doritos and Berocca shared directly with mental health charities every time a person views their ad on WeAre8. This will help support charities such as Lifeline, ReachOut and the Gotcha4life Foundation.
Danika Johnston, Managing Director of WeAre8 Australia, explained: "The mental health crisis is one of the greatest challenges of our time. WeAre8 provides such a unique framework to help tackle the issue head-on. We not only offer people, creators, charities, and communities a platform free from toxic content and algorithms, but our ability to redistribute wealth with every video view enables organisations to work toward solutions."
Beyond the mental health pledge, brands will also tap into a range of content and tactical enhancements in the way they show up on WeAre8. This includes ‘Golden Wallet Drops’, where brands surprise citizens with weekly money drops across October to fund mindful activities such as yoga and meditation, and content featuring an array of creators and changemakers discussing the role of creativity and conversation in addressing mental health. Additionally, daily prompts will encourage WeAre8 citizens to take mindful breaks from their screens each day.
“Doritos has been in partnership with online youth mental health charity ReachOut since 2022, encouraging young people to take action for their mental health. We are thrilled to partner with WeAre8 as part of our campaign this year to drive awareness of ReachOut, unlock additional donation opportunities and drive meaningful impact with young people in Australia through WeAre8’s relevant, mental health focused platform.” said Kat Miller, Doritos Senior Brand Manager.
Rachel Juniper, Berocca Brand Manager said, "Partnering with Lifeline through the WeAre8 platform underscores Berocca's commitment to fostering mental wellness, as we believe that supporting mental health is as vital as physical health, and this collaboration is a testament to that belief."
Alongside media contributions from key brands, WeAre8 will also encourage citizens to further support health-oriented organisations by paying forward any money they earn from watching brand ads on the platform to these charities and communities throughout October.
WeAre8 is available to download now from Apple App Store or Google Play.
For more information:
Luke Middlemiss | luke.middlemiss@weare8.com | 0431 515 103
About WeAre8
WeAre8, founded by tech entrepreneur Zoe Kalar (formerly known as Sue Fennessy), is a revolutionary social media platform that protects people’s self expression, values people's time and empowers them to make a positive impact. Through its transformational economic model, WeAre8 gives back the majority of its ad revenue to its citizens, community groups, charities, creators, and planet projects. By allowing individuals to earn micro-payments for ad-views and providing them with the flexibility to pay it forward, WeAre8 is a movement towards shifting the infinite power of big tech back into the hands of the people and inspires its citizens to live their best lives off-screen. For more information, visit www.WeAre8.com.
