The Mental Health Association (TMHA), a non-profit focused on mental health advocacy, has launched its ambitious global initiative, the “Coffee Foundation,” aimed at dismantling the stigma surrounding mental illness. The campaign’s ultimate goal is to create a world where stigma, shame, silence, and suicide no longer exist.
Carrying the bold slogan “Call Us Crazy,” the Coffee Foundation encourages individuals to “take five” and engage in honest conversations about mental health over a cup of coffee. By creating space for these everyday discussions, the campaign hopes to foster greater understanding and break the silence surrounding mental health issues.
Launched at a time when mental health challenges are rising globally, especially among young people at heightened risk for suicide, the campaign coincides with World Suicide Prevention Day on September 10, 2024. The alignment emphasizes the campaign’s urgency and its focus on addressing mental health in a direct, human-centered way.
Damien O’Brien, founder of TMHA, shared his perspective: “Human connections are vital to our well-being. The Coffee Foundation acts as a gateway, allowing people to start impactful conversations about mental health in a casual, approachable setting. You don’t have to be an expert to make a meaningful difference.”
“This campaign is more than a brand or a slogan—it’s a movement,” O’Brien added. “By establishing our own identity, we can stay true to our values while transforming the culture of communication around mental health, which is critical in suicide prevention.”
The Coffee Foundation aims to break down the barriers preventing open dialogue, promoting empathy and understanding in the conversation about mental health.