Jo Malone London World Mental Health Day 2023

Jo Malone London

Since 2012, Jo Malone London (JML) has been committed to stamping out stigmas surrounding mental health, proudly supporting inspirational charities. To commemorate 10-years of our mission, on World Mental Health Day 2022 JML launched the Shining A Light On Mental Health Foundation, providing support for individuals and families affected by mental health challenges. Accompanied by a pledge of $2M globally between Oct 22-Oct 23, a donation of $1M will go to UNICEF, JML’s new global lead charity, with a further $1M divided across local charities committed to shining a light on mental health.

To coincide with the announcement of the Foundation and WMHD, JML also actioned the brand's first global 360 consumer-facing Social Impact campaign: The objectives of the campaign aimed to 1) Stamp Out Stigmas 2) Raise Awareness and 3) Encourage Conversation. In a world that feels incredibly uncertain, our aim was to open conversation around mental health and use our voice and platform to destigmatise the topic, whilst also raising awareness of the importance of mental health. To reach this targeted demographic, JML partnered with @itslennnie, a high-profile TikTok creator with an engaged Gen Z audience, known for posting thought provoking and uplifting messaging to drive honest conversations. The campaign went live on all brand channels, starting with owned (social, site, email, store), followed by paid media amplification (social, OOH and partnerships), including a first-ever brand TikTok Hashtag Challenge. Standout results include 74.1M Campaign Reach, 36M TikTok Hashtag Challenge Views and 7.3M Estimated OOH Impacts.