No matter what the issue is – mental health awareness, climate change, equality and diversity, or simply adapting to technology disruption, business owners and organisations come to PR companies for help in how to show people that they are one step ahead of the game or that they’re complying, or that they are championing the cause.
PR companies then get this message across for their clients; they promote the cause, spread the word and ultimately change happens. In this case, we, the PR industry are almost behind the scenes, doing the leg work, thinking of the ideas and promoting the excellent work of other people. While this is all good and ultimately benefits society, the in this industry, we should be leading by example and using our position and power to raise awareness and get rid of taboos ourselves rather than doing it for other people and make a change.
We can use our position in this industry to try and set an example for everybody else and lead the way forward. If we can encourage clients to talk about mental health for instance, through campaigns and social media, we can promote the positive impact that talking and being open can make. This may then encourage others to talk about it too, and we can attempt to make a progressive change in society.
In light of this, we can see how the media and social media are great tools to bring people together, share stories and help them realise that they are not going through their struggles alone.
Deodorant brand Lynx is a well-known, high profile brand that has used its status and broad audience to create awareness and to set an example. In collaboration with CALM (Campaign Against Living Miserably), the company launched its #isitokforguys campaign, exposing the questions that men ask behind closed doors, alongside a campaign seeking to raise awareness of male suicide.
Champion British boxer, Anthony Joshua, took part in answering some of the most frequently asked questions that men have searched for on Google. For example, Joshua was asked what he thinks of men wearing jewellery, to which he replied that he’s a big fan. This campaign aims to create an inclusive society where everyone can be who they want to be and never feel alone.
CALM stated that working with brands has helped to increase awareness of male suicide in the UK from 19% to 43% over the last two years. These staggering statistics show how brands have the power to challenge stereotypes and make a considerable impact, ultimately driving long term societal change.
Mental health doesn’t have to be a taboo subject. It shouldn’t be brushed under the carpet, a ‘no-go’ area, scary or awkward. It is possible to break this social stigma and create an open and supportive culture if we all work together and get talking.
Change is something we all have to adapt to; it is the only way that society will evolve and develop. Through the technological evolution, we have seen so much change, and it’s now happening faster than ever, and change management is needed more than ever before to support and help individuals, teams, and organisations in making organisational change.