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World Mental Health Day, held annually on October 10th, provides universities with an opportunity to show their commitment to the mental well-being of students, staff, and the broader academic community.
This year, many higher ed institutions across the U.S. embraced this day with special announcements and programs,, highlighting the importance of mental health while offering tangible support to their students.
For higher ed marketers, promoting wellness initiatives like this not only showcases your university's values but also makes it clear to current and prospective students how you can support them through their studies.
Here’s a look at how universities celebrated World Mental Health Day this year and the ways universities leveraged their campaigns.
1. Insta campus wellness resources tours: University of Texas at San Antonio (UTSA)
UTSA took a proactive and student-centered approach to World Mental Health Day by highlighting the importance of campus mental health resources through various activities, including notably a student-led "Wellness Tour" on Instagram.
The student body president showcased a personal and relatable way to introduce mental health resources on campus and walked viewers through key wellness areas, such as counseling services and relaxation spaces, offering a firsthand look at the support available and normalizing the conversation around mental health.
UTSA also used the occasion to promote their mental health app, iConnectYou, which provides 24/7 access to professional counselors.
2. Engaging in-person events: Wright State University
Wright State University took a more hands-on approach by organizing a Wellness Fair, complete with interactive activities like goat yoga, lawn games, and a dunk tank.
Goat yoga, anyone?
While these activities provide a fun break from academic stress, the fair also included mental health resources and wellness handouts, blending entertainment with education.
This type of in-person engagement helps build community and encourages students to actively participate in mental health initiatives.
3. Emotional therapy and support pets: Boston University & Louisiana Tech University
Boston University added a heartwarming addition to their mental health campaigns by bringing out Charlie, their adorable campus companion and student emotional support pet (who has his own handle with his sister Lottie).
The reel highlighted how campus pets serve as a comforting presence, offering students a chance to de-stress, bond with therapy animals, and boost their emotional resilience.
This not only creates a relatable and memorable experience for students, but may also positively influence a prospective student’s decision to enroll, knowing they have access to emotional support through therapy animals, especially as mental health support becomes a key differentiator in higher education.
4. Mental health screening and counseling services: University of Michigan & Louisiana Tech University
University of Michigan took a hands-on approach to raise awareness and offer resources to students, faculty, and staff by promoting free, confidential online mental health screenings through the Go Blue Hub platform.
Students were encouraged to attend mental health check-ups and seek professional guidance if needed.
This initiative was marketed across various platforms to ensure that students were aware of the available services, and to reduce the stigma around seeking help.
The U-M Human Resources department also organized Mental Health Awareness Days, offering further online screenings and resources to educate the community and provide access to mental health services.
University of Michigan’s Go Blue Hub platform
Louisiana Tech University, meanwhile, focused on depression awareness by offering a day of resources and activities hosted by the university's Counseling Services.
They offered screenings for depression and educational materials to help students recognize symptoms and get support. The event was part of a broader push to provide accessible mental health services and create a more supportive campus environment for all students.
5. Peer-led support: Oregon State University
Oregon State University promoted their Beavers Belong program, a student-led initiative designed to foster a sense of belonging and mental health awareness within the campus community.
The program organizes peer-led support groups and workshops—facilitated by trained students— providing safe spaces for students to share their experiences, connect with peers, and discuss mental health topics.
They also promoted interactive sessions all month long with Oregon State alumni who are experts in mental health and counseling to help current students learn tools and find support systems to navigate academic pressures and personal challenges.
For higher ed marketers, World Mental Health Day is an opportunity to showcase your university’s dedication to student well-being. How are you using this day to prioritize mental health at your university or college?