'Here for You.' Snapchat and the Ad Council Team Up on Mental Health

As the coronavirus pandemic rages, Snapchat wants to help its nearly 220 million daily users reduce their anxiety and gain fast access to mental health support and information.

To that end, “Here for You,” a new feature developed with the Ad Council and teased in February, launches today, a month ahead of schedule. Now, when Snapchatters search for topics relating to anxiety, depression, stress, suicide, grief and bullying, they’ll surface content provided by expert local partners:

Domestic partners at launch include Active Minds, Because of You, Crisis Text Line and Seize the Awkward, with U.K. support from Young Minds, the Samaritans and the Diana Award.

“Here for You” was informed by research, including this Snapchat-sponsored study, “that shows connecting with friends, whether in person or online, is often the best defense against feelings of loneliness and anxiety,” the company says. “We also know that Snapchatters are deeply interested in understanding these issues, and how they can support friends who are struggling with them.”

Next week, “Here for You” expands with a coronavirus section featuring input from the Ad Council, World Health Organization, Centers for Disease Control, Crisis Text Line, and the U.K.’s National Health Service, among others.

Earlier this week, the Ad Council joined with VicaomCBS Entertainment & Youth Brands for #AloneTogether PSAs designed to explain and promote social distancing. The organization also worked with NBC on digital ads directing high-risk individuals to coronavirus.gov for up-to-date information.