Our thinking

NOW’s the time to Mix it up

22 May, 2020

It’s Mental Health Awareness Week, and now, more than ever, we’re seeing brands and companies joining the effort to de-stigmatise and support the nation’s mental health.   

We’ve written before about the powerful influence content creators and distributors play in mental health, both in terms of the positive influences it has in breaking taboos and sparking conversations, or the role it plays in – for instance – reinforcing negative stereotypes or promoting harmful behaviours.

So we were incredibly proud when, last week, our clients at NOW TV announced a new charity partnership with the online youth support charity, The Mix. Good Business worked closely with both organisations to bring this partnership to life. At its heart, the partnership will tap into NOW TV’s brand and platform to start important conversations about mental health and well-being with young people through reference to some of the challenging topics included in its shows.  It will also raise awareness of The Mix’s support services to a national youth audience through NOW TV’s programming, and The Mix will use content available on NOW TV to address difficult, taboo issues with those that access its services. The partnership will also help grow The Mix’s volunteer base to increase the capacity of support services offered – a vital need given The Mix has already seen a 42% increase in access to its helpline since the UK’s lockdown began.

As the pandemic continues and organisations struggle to know what they can do to help, it is encouraging to see brands like NOW TV pushing ahead with partnerships that use the strengths of both organisations at a true moment of crisis for both young people and the charity sector.

By Jennie Mitchell