A $5 million search for the next big idea in mental health

The pandemic has crystalized the importance of mental well-being. A new initiative aims to support nonprofit organizations who are changing the game

By WP Creative Group

For years, Americans have been waking up to just how essential mental health is to overall well-being — and just how common mental health issues are. Half of all Americans are diagnosed with a mental health concern at some point in their lives, and the vast majority now recognize that mental health is every bit as important as physical health.

“Mental health is often not taken seriously because, unlike a physical illness, it’s not necessarily something you can see,” said Maggie Hureau, Head of Social Impact with Harry’s, a brand that has spent years promoting better mental health care for men and shattering narrow stereotypes about masculinity.

But as the COVID-19 pandemic loosens its grip on the United States, people understand more than ever how crucial mental health is. It’s a moment of great need as people continue to grapple with the pandemic and its emotional fallout — but it’s also a moment of collective hope and forward momentum.

To help empower that momentum, Harry’s — which has always set aside 1% of its sales for charitable organizations that promote better mental health care — has launched the Harry’s Open Minds Initiative. The contest will give $5 million to one nonprofit with big, ambitious ideas about how to transform mental health today for the better, and the research to back it up.

“Everyone is carrying something with them, and sometimes it’s difficult to understand how heavy those loads can be on others,” Hureau said. “But that belief is beginning to change.”

Why mental health is more important than ever

The pandemic brought mental health to the forefront nationwide as people from every background grappled with grief, worry, and solitude. Sleep problems and loneliness increased, as did depression and anxiety. A May 2021 survey of more than 1,000 Harry’s customers and members of the general public found that 78% of respondents think mental health is in crisis in this country — and experts believe the psychological fallout of the pandemic could last for a long time, adding additional strain to an already overburdened mental health system.

But there is an exciting upside to our collective year of emotional upheaval: People are talking about mental health more than ever before, and experts are encouraged by how much the pandemic has simply helped normalize talking about mental health and seeking help. For example, more than a third of respondents in the Harry’s survey said they’d reached out for mental health support in the past year, which not only shows that people need help, but also that they’re not afraid to seek it out.

“There’s a more mainstream understanding of how critical it is to speak openly about mental health and provide support for those who need it,” Hureau said.

The challenges of breaking through — and breaking down — stigma

While many Americans are much more open to getting help at this moment in 2021, access to quality care still remains limited for others. Still, people need more support than they’re getting. Estimates suggest that only 45% of people with mental illness get treatment in any given year, and access to that treatment is wildly uneven. There are deep racial and ethnic disparities, and men are also less likely than women to get treatment — especially men of color.

And for many, one contributing factor — though by no means the only one — is fear of judgement.

“There is still a stigma attached to getting help,” said Lauren Rigney, a New York-based therapist and coach. “Many people still see it as a sign of weakness or that they are not experiencing severe-enough problems to warrant help.”

Men can be particularly susceptible to societal messages about how they “should” be feeling and who “should” reach out for help, which is why Harry’s has spent years promoting mental health care for men in particular, and pushing for a new, more progressive vision of masculinity. Too many boys still learn, in ways direct and indirect, that they must bottle and hide their emotions, or that it’s “weak” to speak about mental health. Those outdated stereotypes have consequences. Studies show many men are embarrassed about seeking formal treatment for issues like depression.

“We know that this stigma impacts access to mental health care even more so for men,” said Hureau. “In fact, men die by suicide 3.5 times more than women.”

Big ideas, exciting changes

Transforming the mental health landscape for every American — including groups that have been overlooked for years — means focusing on one big goal: to make sure that every single person has access to high-quality mental health care. And the experts and organizations working toward that goal do believe this post-pandemic juncture could be a real watershed moment.

To fuel this momentum, Harry’s — which has already donated $6 million to organizations focused on mental health care for men, recognizing a dire and unmet need among young men, veterans, and LGBTQ men in particular — is broadening its scope. The Harry’s Open Minds Initiative is open to any nonprofit with an idea that will change the mental health landscape, and with the research to prove it. Harry’s hopes that groups will dream big, knowing that the $5 million in funding can help empower trailblazing aspirations. (Harry’s will also compensate the five finalists for their time putting together their proposals, and will help amplify their ideas.)

Because in this crucial moment of potential transformation, collaboration between researchers, companies, and society at large is key — as is pushing the boundaries of what has long been thought possible.

“We’re willing to take a risk on a big project that might seem ‘out there’ and hasn’t yet secured the funding to be able to come to life,” said Hureau. “We’re not putting too many guardrails on this big idea, because we don’t want to limit anyone.”

Ready to apply?

1) Harry’s want to hear about your big idea — an idea that will change the state of mental health today. Harry’s is looking for one concept or program to execute over the course of three years.

2) Registered 501(c)(3)s can partner and submit one application together.

3) For the past three years, Harry’s has focused on mental health in male-identifying communities. Think they should broaden their scope? Apply and say why!

4) Impact matters. Above all, Harry’s wants to change the state of mental health today, so all ideas must be grounded in research and have proven impact.

Complete an application and send it to openminds@harrys.com by Wednesday, September 15th at 11:59 pm EDT. Finalists will be notified this fall and asked to submit a full proposal.

The Harry’s Open Minds Initiative is open to US-based 501(c)(3) organizations. We know that developing proposals takes valuable time away from nonprofits, without a guarantee of funding. We’ve got you – if you are chosen as a finalist, we’ll compensate you for your work on the proposal.