by Jessica White
Recently, YouTube vlogger Zoella was appointed as the digital ambassador for mental health charity Mind. This showcases just how far the UK blogging industry has come. It’s not every day a person who is ‘YouTube famous’ can make such a big break for the mainstream, and especially for such an important purpose.
Kind of a Big Deal…
If you are not aware of British blogger ‘Zoella’ (real name Zoe Sugg), she regularly vblogs to her 8 million+ subscribers about beauty and fashion. However, she’s also very open and honest about her own battles with anxiety and panic attacks, sharing stories and feelings with her followers.
Zoella will be supporting Mind’s #DontPanicButton initiative which asks those who battle anxiety, as well as their friends and family, to wear a red button as a mark of solidarity. Supporters are encouraged to upload a photo of themselves sporting their buttons using the hashtag #DontPanicButton to increase awareness and help others know that they are not alone.
This campaign shows Mind has a solid understanding of the younger audience it looks to engage with. Mind has successfully recognised the power and impact bloggers can have with young people and how social media can be used as an open discussion platform to remove any stigmas surrounding mental health.
The Right Choice?
The announcement of Zoella’s appointment as Mind’s Digital Ambassador was picked up in a variety of media outlets from The Guardian to Company. Arguably more importantly, Zoe’s video about anxiety has had over 2.5 million views already and has sparked online conversation about mental health with thousands of young people.
I feel Zoella is the perfect ambassador for this campaign and has created a much stronger media and social impact than a traditional celebrity may have achieved. Follow her here.