TikTok mental health awareness campaign aims to create a safe environment

In an age where social media has become an integral part of our daily routines, influencing our very first and last interactions each day, TikTok has taken a step towards building meaningful connections and fostering a sense of belonging.

To support this mission, TikTok launched a multi-market campaign, #MentalHealthAwareness: Better Together.

The initiative aims to create a safer and more supportive environment where users can openly discuss their mental health experiences and access guidance.

Campaign

In an effort to bolster the campaign, the social media platform conducted an in-app survey in South Africa to gain insight into the emotions and perceptions of users regarding the platform’s role in combating loneliness and fostering connections.

Among the 4 027 TikTok users who participated, it was found that 61% of them have built meaningful connections and/or friendships on TikTok.

Furthermore, 68% of the participants found a sense of belonging on TikTok, while 64% mentioned that using the platform makes them feel less alone.

The platform acknowledged the shifting landscape of mental health discussions, which once carried a stigma but now see a more open dialogue and understanding.

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Support

Boasting more than 13 million views, content creator, mental health advocate, and psychologist Sanam Naran shared how she uses TikTok to raise awareness on mental health issues and provide support and inspiration to those facing challenges.

“Many of my videos serve as psychoeducational content to increase awareness and reduce the stigma surrounding mental health. I educate viewers on various topics that can impact their mental well-being.”

Bianca Sibiya, TikTok’s Head of Content Operations for Sub-Saharan Africa, outlined the campaign’s goals.

Sibiya said TikTok was dedicated to establishing a safe and inclusive global community.

“We employ a comprehensive approach, which involves not only removing harmful content but also connecting users to essential resources.”

TikTok’s Community Guidelines strictly prohibit content that promotes self-harm, suicide, or disordered eating. The app automatically directs users searching for content that contravenes these guidelines to safety and support platforms.

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