OLLY and Naomi Osaka Launch "Do What Serves You" Campaign for Mental Health Awareness Month

Naomi Osaka has been announced as a new Brand Ambassador with OLLY, kicking off with the “Do What Serves You” Campaign for Mental Health Awareness Month.

Naomi Osaka, OLLY Brand Ambassador.

OLLY, the leading wellness brand known for innovative, benefit-forward supplements, has announced a partnership with professional tennis champion, activist, and mother Naomi Osaka. The collaboration kicks off with "Do What Serves You," a campaign designed to encourage women to honor their minds and bodies and choose themselves without guilt, launching on the first day of Mental Health Awareness Month.

The Prioritization Gap and Cultural Context

According to a Hologic-Gallup survey, 63 percent of women struggle to put their own health first, often placing the needs of others ahead of their own. Over time, this imbalance can take a toll, leading to stress, burnout, and a diminished ability to show up fully in their lives. The campaign brings that reality into focus, delivering a message that caring for others begins with caring for yourself.

The partnership is rooted in Naomi's long-standing advocacy for mental health awareness and OLLY's mission to champion better wellbeing for all and help reduce stigma around seeking mental health support. It reflects a shared commitment to reducing stigma and making space for more open, personal conversations around wellbeing.

Financial Commitment and Nonprofit Partnerships

As part of the initiative, OLLY is deepening its ongoing commitment to mental health support with $1.5 million in grant commitments over the next three years. The effort kicks off with a $30,000 grant to longtime partner SeekHer Foundation during Mental Health Awareness Month. OLLY will fund multiple programs with a slate of nonprofit partners including Girl Up, The National Menopause Foundation, and Postpartum Support International to support access to care and education about mental health. Since 2021, the brand has actively supported this work with partners and grants totaling over $1.5 million.

The multi-year commitment represents a strategic approach to mental health support rather than a one-time contribution, providing sustained funding that allows nonprofit partners to plan longer-term programming and impact measurement.

Personal Connection and Authentic Messaging

"This partnership is personal to me, I've used OLLY products for years, and I'm deeply aligned with what they stand for beyond their products," said Naomi Osaka. "For me, 'Do What Serves You' means finding small moments in the day to just pause and be with myself. It's not always easy, but I've learned how important it is to carve out even a little time to honor my own needs."

Osaka's involvement extends beyond typical celebrity endorsements. Her public advocacy for mental health, including her 2021 withdrawal from the French Open to prioritize her mental wellbeing and subsequent conversations about pressure and performance, established her as a credible voice on the topic. The partnership leverages that authenticity rather than creating it.

Through "Do What Serves You," Naomi and OLLY aim to spark a broader cultural conversation around listening to your own needs, encouraging women to prioritize their overall health and wellness on their own terms. The framing emphasizes individual agency and personal definition of wellbeing rather than prescriptive wellness practices.

Strategic Rationale and Market Positioning

"Women are constantly balancing competing priorities, and too often their own wellbeing comes last," said Renee Fuller, Vice President of Marketing at OLLY. "With 'Do What Serves You,' we hope to encourage women to take care of themselves in ways that feel right for them—because when you're supported, you're better able to show up for the people and things that matter most. Naomi embodies that message in such an authentic way, and together, we hope to inspire a more compassionate, sustainable approach to caring for your mental and physical health."

The positioning addresses a market insight: women often experience guilt when prioritizing their own needs. The campaign messaging aims to reframe self-care not as selfishness but as foundational to effectiveness in other roles. This approach differs from wellness marketing that focuses primarily on personal transformation or achievement.

Campaign Execution and Distribution

The "Do What Serves You" campaign will feature a 360-degree campaign rollout across an integrated media mix, including an out-of-home takeover in New York City's Times Square, social media and influencer partnerships, over-the-top streaming platforms, and online video placements on YouTube.

The Times Square presence provides mass visibility during Mental Health Awareness Month, while digital and social distribution enables more targeted reach and conversation among core audiences. The influencer component extends the campaign through trusted voices in wellness and lifestyle categories who can personalize the message within their own communities.

Year-Long Partnership Structure

Over the course of the year-long partnership, Naomi will collaborate with OLLY on content, campaigns, and activations informed by her personal wellness journey, encouraging more people to set boundaries, ask for support, and prioritize their mental health. The extended timeline allows for multiple touchpoints and deeper storytelling rather than a single campaign burst.

The structure positions Osaka as a long-term brand ambassador rather than a campaign spokesperson, enabling authentic integration of messaging across her personal platforms and OLLY's marketing channels throughout the year.

About OLLY

OLLY is a San Francisco-based B-Corp with a mission to make wellness easy to understand, so people can pursue good health without compromise. Known for its gummies, ultra softgels, and capsule supplements, OLLY brings over 10 years of science-backed formulas to the supplement industry, solving common consumer needs including mood, sleep, women's health, gut health, and more.

OLLY is passionate about educating and shedding light on women's wellness as well as tackling the ongoing stigma of mental health. This includes ongoing partnerships and initiatives with The Golden State Valkyries, SeekHer Foundation, Girl Up, Postpartum Support International, The Menopause Foundation, and more. OLLY products are available at major retailers, OLLY.com.

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