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Mind names YouTube star as first digital ambassador

Zoella launches #DontPanicButton campaign to raise awareness of anxiety

Mental health charity Mind has named Zoe Sugg, known by her YouTube name Zoella, as its first digital ambassador.

Sugg launched the #DontPanicButton campaign to raise awareness of anxiety and panic attacks in young people, a subject she has openly discussed on her YouTube channels on which she uploads videos on beauty, lifestyle and day to day video blogs or 'vlogs'.

The campaign aims to change the concept of a panic button by making it a sign of positivity and a symbol of support for anyone experiencing anxiety.

Sugg is encouraging those who have associations with anxiety to wear a red button as a mark of solidarity. Wearers are encouraged to upload a photo of themselves using the hashtag #DontPanicButton to increase awareness.

Commenting on her new role, Sugg said: “I know just how isolating it can feel to experience sever anxiety. However, the overwhelming response I've received every time I've spoken out online shows just how many young people confront it every day.

“I am passionate about the need for everyone to feel ok to speak out, to talk to friends and family about what they're going through, to ask for help. That's why I'm thrilled to be taking on my new role as digital ambassador at Mind. It's an opportunity to raise further awareness and to work with a charity I love.”

Sugg has over 8 million subscribers to her YouTube channels and on the day the charity announced her as its new ambassador, Mind's YouTube channel gained twice as many followers and got four times more followers on Twitter than on an average day.

CEO for Mind Paul Farmer commented: “For many, the internet and social media can be a lifeline. By connecting people with similar experiences and providing access to information and support, the online world has a significant role to play increasing awareness about mental health problems.

“Zoe is an inspiration to many and in speaking candidly about her own battles, has given other the confidence to seek help. We are absolutely thrilled to have her on board as a digital ambassador for the charity and know that together we can have an even bigger impact in stamping out the stigma around mental health.”

Article by
Kirstie Pickering

10th December 2014

From: Marketing, Healthcare

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