TikTok has launched a campaign to mark World Mental Health Day this October, collaborating with popular meditation and mindfulness app, Headspace.
The initiative aims to raise awareness about mental health issues, promote digital literacy, and encourage a safer, more positive online environment.
The theme for this year’s World Mental Health Day, ‘Mental Health at Work,’ aligns with TikTok's commitment to providing a supportive community for its users.
The platform recognises the importance of mental well-being both at work and beyond, striving to foster a safe and inclusive digital space for everyone.
As part of National Cyberbullying Awareness Month, TikTok is also focusing on combating online harassment and promoting kindness and respect within its global community.
The platform will provide users with resources and tools to report and prevent bullying, supporting a culture of empathy online.
In Pakistan, TikTok has partnered with local organisations such as the Digital Rights Foundation, Oladoc, and Marham to give users easier access to mental health professionals.
Additionally, TikTok has announced a special collaboration with Headspace, offering six months of free access to the app for 20,000 content creators worldwide, including those from Pakistan.
This initiative aims to help creators prioritise their mental well-being and encourage self-care.
Commenting on the partnership, Saif Mujahid, Head of Content Operations and Marketing for TikTok in Pakistan, said, “Through our campaign, we want to encourage open discussions around mental health and empower our community to prioritise their well-being.”
Emma Nemtin, Head of Consumer Partnerships and Distribution at Headspace, added, “Our mission at Headspace is to make mental health support more accessible, friendly, and effective. Partnering with TikTok on World Mental Health Day, we hope creators feel empowered to take control of their mental well-being.”
The campaign will feature engaging content promoting self-care practices, healthy habits, and success stories from TikTok's community.
It will also highlight the importance of digital well-being and online safety, encouraging a more inclusive environment.
Users can participate in the conversation and collaborate by using hashtags #MentalHealthAwareness, #MentalHealthAtWork, #DigitalHifazat, and #SelfCare. These hashtags allow users to connect, share their experiences, and access valuable resources.
TikTok’s transparency efforts
Earlier this year, TikTok released a report as part of its “continuous effort to foster a secure and positive online environment”, adding that it highlighted the platform’s “unwavering commitment to transparency, safety, and inclusivity, reflecting its dedication to building trust and ensuring a safe platform for its global community”.
Meanwhile, it said that proactive measures led to the removal of 166,997,307 videos worldwide, representing about 0.9pc of all videos uploaded on the platform.
“A substantial portion of these, 129,335,793 videos, were identified and removed through automated detection technologies, while 6,042,287 videos were reinstated upon further review.”
It said that it was also disclosing the number of comments removed and filtered by its comment safety tools for the first time in a bid to enhance transparency.
“TikTok has removed and filtered 976,479,946 comments using comment safety tools during this three-month period. Moreover, TikTok aggressively pursued spam accounts and related content, implementing robust measures to prevent the proliferation of automated spam accounts,” the report said.
