Verizon Media Donates $10M in Ad Inventory for Mental, Public Health Response to Covid-19

The new Yahoo Life portal provides education, news and resources

The new Yahoo Life hub Verizon Media

Verizon Media will donate $10 million in advertising inventory to help raise awareness and mobilize resources related to mental and public health response efforts addressing the coronavirus pandemic.

The company is also rolling out Yahoo Life, a well-being hub containing mental health education, news and resources.

The ad inventory donation is earmarked for national and international mental health organizations that have seen a rise in demand for their services due to Covid-19, and Verizon Media said the organizations target diverse and high-risk populations impacted by the outbreak, in addition to the general public.

The entities involved are: Child Mind Institute, which provides remote telemedicine and evaluations, as well as video chats with expert clinicians; Crisis Text Line, which provides 24/7 free text support for those in crisis in Canada, Ireland, the U.K. or the U.S.; Empower Work, which provides confidential, free text support for workplace situations; Mental Health Foundation, which teams up with local governments to provide response to mental health at the community level; and The Trevor Project, which provides crisis and suicide intervention services to LGBTQ people under 25.

The donation will also aid response efforts by the Centers for Disease Control and Prevention and the World Health Organization.

In addition to the ad inventory, creative and staff resources from Verizon Media’s ad creative technology team will help these partner organizations build campaigns spanning multiple formats (display, native and video) and running across the entire Verizon Media ecosystem—owned-and-operated properties including HuffPost, TechCrunch, Yahoo Finance and Yahoo News, as well as third-party properties via Verizon Media’s advertiser platform.

Yahoo Life will provide well-being education, news and resources ranging from mental health to fitness to parenting, along with tips on staying healthy mentally, physically and emotionally.

Verizon Media CEO Guru Gowrappan said, “The coronavirus pandemic is an unprecedented challenge. At a time like this, it is essential for all of us to work together and do what we can to support the world’s physical, mental and emotional health. Our ad inventory reaches hundreds of millions of people as they come to us on a daily basis for trusted news and information during this difficult time. By partnering with these incredible organizations, we can make a difference in the well-being of our community and society.”

He added, “The coronavirus crisis is more than a challenge for our physical health. Both the anxiety of contracting the virus, as well as the increase in loneliness and isolation, can significantly affect your well-being. Through Yahoo Life, we have an opportunity to provide an additional and valuable resource to those who might be searching for resources during this difficult period.” David Cohen is editor of Adweek's Social Pro Daily.