Jo Malone London creates charity to tackles mental health stigma

By Amanda Pauley | Published: 30-Sep-2022

The luxury fragrance group is celebrating a decades-worth of work tackling mental health stigma with the launch of its Shining A Light on Mental Health Foundation and new awareness campaign with TikTok mental health activist @itslennnie

Jo Malone London has launched a registered charity to support individuals in need and partnered with mental health content creator @itslennnie on a social media  campaign.

The fragrance and luxury lifestyle brand’s Shining A Light On Mental Health Foundation will support those affected by mental health problems through dedicated projects with inspirational charities.

It will also donate US$2m globally to mental health charities over the course of the next year, from 10 October 2022 to  9 October 2023.

Children’s charity UNICEF will receive $1m to fund its frontline mental health work that reaches children all over the world, while the other $1m will be divided across local charities through the brand’s existing Charity Candle collection.

“For the past decade, we have been proudly committed to supporting mental health, working with inspirational charities to break down stigmas and provide treatment and support to those in need,” said Jo Dancey, global general manager at Jo Malone London.

“To mark this milestone, we are delighted to announce the Shining A Light On Mental Health Foundation supported by Jo Malone London, and a global pledge of $2m towards mental health charities over the course of one year.”

Breaking down mental health barriers

On World Mental Health Day (10 October), the company will further shine a light on the topic of mental health by partnering with TikTok creator @itslennnie – an animated blob with a kind voice who creates content to help people with everyday life – on an awareness campaign. 

It will run across social media, out-of-home, in-store in selected locations and via social filters/wallpapers, encouraging users to share how they are #KindToYourMind, using the hashtags #ShiningALight and #WorldMentalHealthDay.

“I have made it my mission to try and help people get through the day and let people know it’s OK not to be OK. Jo Malone London shares this ethos, having supported mental health charities for the past 10 years,” said @itslennnie.

“Together, I hope we can continue to break down those stigmas and encourage people to talk, take care of themselves and fill their worlds with more love.”

The campaign will be supported by Jo Malone London’s global ambassador and mental health activist, Adwoa Aboah, who became the brand’s frontwoman in April 2022. She commented: “I feel very proud to be the face of a brand that really cares.”

Since 2012, Jo Malone London has been working with an array of charities to help raise awareness, tackling issues such as mental health stigma among parents.

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