Elevating community care: Pinterest reimagines youth well-being through the Hidden Healing Fund

At Pinterest, our mission is to bring everyone the inspiration to create a life that they love—and that includes fostering spaces where young people feel connected, supported and cared for. Over the past year, Pinterest has been leading a groundbreaking collective initiative called the Hidden Healing Fund, focused on uplifting cultural healing practices that centre the mental health and well-being of youth.

Reimagining healing for young people

For many young people, especially in marginalised communities, traditional pathways to mental health support too often remain out of reach—whether it’s long wait times, difficulty finding culturally competent care, negative experiences or high costs. The Hidden Healing Fund exists to bridge these gaps by celebrating and supporting ‘hidden healing’ practices: art, music, movement, rituals, nature and other practices rooted in community, connection and culture.

‘Hidden healing’ isn’t a new concept—it’s an acknowledgment that communities have long drawn on their own traditions as vital sources of strength and restoration. These practices offer innovative ways to foster belonging, resilience and hope, especially for young people navigating today’s complex world.

A collective model for change

Pinterest is honoured to stand alongside SHOWTIME/MTV Entertainment Studios, lululemon and The Starbucks Foundation in steering the Hidden Healing Fund. Importantly, two community and youth-led organisations, Culture Therapy and Hidden Healers, are informing and stewarding the fund. Pinterest is proud to support this shared commitment to championing culturally led approaches to youth well-being, through collective dialogue, learning and decision-making across corporate brands, community partners and young people. 

In a recent milestone, the Hidden Healing Fund awarded USD $1.1 million in grants to community organisations who are using their methods to support the well-being of young people in the US and UK. This significant investment enables grassroots groups to expand their reach and deepen the impact of their culturally grounded mental health programming. 

The Hidden Healing Fund is inspired by MTV’s ‘Hidden Healers’ campaign, a first-of-its-kind digital video series that showcases the many pathways to healing that exist outside of traditional therapy rooms. By spotlighting different communities’ worlds of care—from drum circles to ancestral rituals to expressive arts—these stories illustrate the power of community-based healing.

Building a more accessible future

As a brand, we know inspiration begins when everyone feels seen and supported. The Hidden Healing Fund is a natural extension of Pinterest’s ongoing efforts to increase accessibility to mental health resources and innovative models of care. We’re inspired by the creativity of our communities and believe that healing should never be a privilege, but a possibility for everyone.

Brands and organisations who are committed to improving youth mental health are invited to join in, combining resources and expertise to champion new solutions for the next generation. The Hidden Healing Fund is just the beginning of what’s possible when we come together to reimagine how care, connection and culture can drive healing forward.