WeAre8 is joining forces with brands Doritos and Berocca to address mental health issues by sharing 4% of their media investment with charities each time a person views their ads on the social platform.

The initiative is part of Mental Health Awareness Month and aims to transform media spend into a force for change. Doritos and Berocca will share 4% of their media investment with Lifeline, ReachOut and Gotcha4Life Foundation every time a person views their ad on WeAre8. Brands will also use 'Golden Wallet Drops', surprising users with weekly money drops to fund mindful activities. Daily prompts will encourage WeAre8 users to take mindful breaks from their screens each day.

"The mental health crisis is one of the greatest challenges of our time. WeAre8 provides such a unique framework to help tackle the issue head-on. We not only offer people, creators, charities, and communities a platform free from toxic content and algorithms, but our ability to redistribute wealth with every video view enables organisations to work toward solutions," said Danika Johnston, Managing Director of WeAre8 Australia.

Doritos has been in partnership with online youth mental health charity ReachOut since 2022.

"We are thrilled to partner with WeAre8 as part of our campaign this year to drive awareness of ReachOut, unlock additional donation opportunities and drive meaningful impact with young people in Australia through WeAre8's relevant, mental health focused platform," said Kat Miller, Doritos Senior Brand Manager.

Berocca is partnering with Lifeline through the WeAre8 platform as part of its commitment to fostering mental wellness.

"Supporting mental health is as vital as physical health, and this collaboration is a testament to that belief," said Rachel Juniper, Berocca Brand Manager.

WeAre8 will encourage users to pay forward any money they earn from watching brand ads on the platform to health-oriented organisations throughout October.