Saks Launches Mental Health Awareness Month Campaign

The digital-first initiative will raise funds to support the Saks Fifth Avenue Foundation’s mission to make mental health a priority in every community

This month, Saks, the premier digital platform for luxury fashion, is celebrating Mental Health Awareness Month with a multifaceted campaign to spotlight the importance of mental wellbeing and raise funds for the Saks Fifth Avenue Foundation. Campaign components include positive affirmation decals available for purchase, exclusive digital content, a partnership with holistic psychologist and intergenerational trauma expert Dr. Mariel Buqué, and an inspirational window installation at the Saks Fifth Avenue Flagship in New York City, and Saks employee events and experiences.

“Millions of people in the U.S. are affected by mental illness each year, yet the need for mental health resources and the stigma tied to seeking help remains,” said Marc Metrick, CEO of Saks and Saks Fifth Avenue Foundation Board Member. “This Mental Health Awareness Month, Saks is giving our customers the opportunity to engage with the Saks Fifth Avenue Foundation’s mission to make mental health a priority in every community. With this campaign, we are proud to spotlight the importance of mental health and raise crucial funds for our nonprofit partners to help support the emotional and mental wellbeing of the communities they serve.”

POSITIVE AFFIRMATION DECALS
In honour of Mental Health Awareness Month, Saks created positive affirmation decals displaying three inspirational mental health tips: Start Anywhere, Kindness Matters and Trust Yourself. Customers can purchase the set of positive affirmation decals and attach them to a mirror or window to serve as a daily reminder to support their mental wellbeing. One hundred percent of the proceeds from each $5 decal set purchase will benefit the Saks Fifth Avenue Foundation, which supports nonprofits working to increase mental health awareness and education, improve access to care and promote the tools and skills that build positive mental health for those who need it most. Decals can be purchased on saks.com and in select Saks Fifth Avenue stores starting today.

INFLUENCER PARTNERSHIP
Saks is partnering with holistic psychologist and intergenerational trauma expert Dr. Mariel Buqué to create custom content that will be published across Saks-owned digital platforms throughout the month of May. Content includes interviews and videos on Saks’ social media channels and an exclusive feature in The Edit, Saks’ editorial hub for fashion and style inspiration.