Mental First Aid
BARMER X TikTok
THIS IS AN EMERGENCY CALL.
STAN and BARMER Launches Viral Campaign to Equip
a New Generation with tools for Collective Resilience.
MENTAL FIRST AID FOR A DIGITAL GENERATION
Most people know their first aid basics, but few are prepared for a mental emergency. Mentale Erste Hilfe, a social action initiative by STAN and BARMER, changes that by equipping young people with the tools to recognize and respond to psychological distress.
Through a TikTok-first approach, the campaign reaches out to digital natives where they’re most engaged, featuring influencers like Christian Durstewitz to spark authentic conversations.
Through a TikTok-first approach, the campaign reaches out to digital natives where they’re most engaged, featuring influencers like Christian Durstewitz to spark authentic conversations.
Under the hashtag #mentaleerstehilfe, BARMER’s rebranded social channels integrates mental health into everyday discourse, transforming it from a taboo to a topic of collective action — ultimately making mental first aid as well known as the physical side.
RESULTS
The results will be updated as the *Mentale Erste Hilfe* campaign is currently going viral in Germany.