The Crystal Campaign
The Crystal Campaign, often stylized as TCC, is an American charitable organization that engages global brands, cultural leaders, and talent to remove the stigma surrounding mental health.[1] The organization was founded by award-winning brand design studio Atelier Collective, which has creatively-directed campaigns and licensing for fashion, entertainment, and pro-social causes including PepsiCo Inc., Chanel, YouTube, Apple Inc., The Coca-Cola Company, CARE, The Humane Society of the United States, Google, The National Basketball Association, Amnesty International, and Urban Outfitters.[2] Charitable solicitations from The Crystal Campaign's brand license are directed toward a nexus of non-profit 501(c)(3) organizations dedicated to advocacy and direct relief efforts surrounding mental health, including To Write Love On Her Arms, The Jed Foundation, National Alliance on Mental Illness, and more.
The Crystal Campaign developed the "world's first Instagram magazine dedicated to mental health" (@thecrystalcampaign), where it features cultural news, celebrity coverage, advocacy campaigns, and updates to current affairs surrounding mental health.[3] Since its inception in Fall 2019, the magazine has received notable attention from Miley Cyrus, Hailey Bieber, Kevin Love, Noah Cyrus, Kevin Gates, Gigi Gorgeous, and more. Advocacy efforts from The Crystal Campaign have been featured in Rolling Stone, Inc., PAPER, PopSugar, E! News, Flaunt Magazine, Thrive Global, The Late Late Show with James Corden, and the Los Angeles Times.[4][5][6][7][8][9] [10]
Mission
The mission of TCC is to further a global movement of healing that makes mental health as common and important a conversation as physical health. By creating more transparency between people and their mental health journeys, individuals may become more thoughtful and vocal about their own mental health.[11] The Crystal Campaign's mission is amplified by a variety of statistics and research pertaining to the prevalence of mental illness on a global scale.
- Mental and substance abuse disorders are the leading cause of disability worldwide.[12]
- Globally, suicide is the second-leading cause of death among 15-29-year-olds. There are indications that for each adult who died of suicide there may have been more than 20 others attempting suicide.[13]
- Nearly 60% of adults with a mental illness did not receive mental health services in the previous year.[14]
- Nearly one-in-five Americans are affected by an anxiety disorder. Over 60% of those suffering never receive treatment.[15]
- A causal connection has been developed between social media use and loneliness and depression.[16]
Consumer Activism
The Crystal Campaign operates a trademarked brand license and coordinates agreements with partner companies and talent. In partnership with TCC, products, content and promotional assets to support the release of limited-edition merchandise are developed. In alignment with increased revenue, contributions and proceeds raised from the creation of such products and content benefit non-profits and charities who share the mission of removing the stigma surrounding mental health and mental disorders. The organization partners with charities that invest into advocacy, research, treatment, and community programming for the cause. As of Winter 2019, proceeds from the sale of each purchase from The Crystal Campaign allow at least five individuals to gain access to affordable mental health resources.[17]
Brand Imagery
The Crystal Campaign's brand imagery is directed by crystal healing, a pseudoscientific alternative medicine technique that uses semiprecious stones and crystals such as quartz, amethyst or opals. Historical references to crystal healing have been used in a variety of ancient texts and arts, including among the Ancient Sumerians, Egyptians, Greeks, and Chinese.[18] Examples of the metaphysical healing properties of crystals and gemstones include:
- Black Agate: A grounding and protective crystal that substantiates and promotes inner-peace in times of stress, grief, and confusion.
- Selenite: A calming stone that induces mental clarity by enhancing judgment, insight, and intuition.
- Tiger Eye: A talisman of strength and survival that invigorates courageous and confident energies.
- Rose Quartz: A purifying stone that promotes intimacy, self-love, friendship, and quality in interpersonal relationships.
- Moonstone: A healing crystal that supports recovery from powerful, traumatic, and demanding life events.
References
- ↑ "The Crystal Campaign". The Crystal Campaign. Retrieved 2019-12-27.
- ↑ "(atelier collective) : BRAND STRATEGY + DEVELOPMENT". (atelier collective) : BRAND STRATEGY + DEVELOPMENT. Retrieved 2019-12-27.
- ↑ "Social Media Hurts Our Mental Health — Here's How To Change It - Thrive Global". thriveglobal.com. Retrieved 2019-12-27.
- ↑ "15 gifts that give back". Los Angeles Times. 2019-11-08. Retrieved 2019-12-27.
- ↑ "Noah Cyrus | The Crystal Campaign". Flaunt Magazine. Retrieved 2019-12-27.
- ↑ Morin, Amy (2019-09-10). "The Mental Health Crisis Costs the Economy Trillions Each Year. Why This Crystal Necklace Might Be the Solution". Inc.com. Retrieved 2019-12-27.
- ↑ "Noah Cyrus Says She's Struggled With Anxiety & Depression for Years". E! Online. Wed Oct 23 07:05:00 PDT 2019. Retrieved 2019-12-27. Check date values in:
|date=(help) - ↑ Messina, Victoria (2019-10-25). "Noah Cyrus Chats Mental Health and Using Her Anxiety Struggles "For Good and Not Evil"". POPSUGAR Fitness. Retrieved 2019-12-27.
- ↑ "Noah Cyrus Launches Apparel Line for Mental Health Awareness". PAPER. 2019-10-21. Retrieved 2019-12-27.
- ↑ Zemler, Emily; Zemler, Emily (2019-10-23). "Watch Noah Cyrus Perform Folk-Inspired Single 'July' on 'Corden'". Rolling Stone. Retrieved 2019-12-27.
- ↑ "Social Media Hurts Our Mental Health — Here's How To Change It - Thrive Global". thriveglobal.com. Retrieved 2019-12-27.
- ↑ "WHO | 10 facts on mental health". www.who.int. Retrieved 2019-12-27.
- ↑ "WHO | 10 facts on mental health". www.who.int. Retrieved 2019-12-27.
- ↑ "Mental Health Facts In America" (PDF). National Alliance on Mental Illness. Unknown parameter
|url-status=ignored (help) - ↑ "Facts & Statistics | Anxiety and Depression Association of America, ADAA". adaa.org. Retrieved 2019-12-27.
- ↑ "Social media use increases depression and loneliness, study finds". ScienceDaily. Retrieved 2019-12-27.
- ↑ "The Crystal Campaign". The Crystal Campaign. Retrieved 2019-12-27.
- ↑ "History of Crystals and Healing". www.crystalage.com. Retrieved 2019-12-27.
The Crystal Campaign
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