 In August 2019, Mendes announced a partnership with Canadian-based food chain, Tim Hortons, in which he features in a commercial and on beverage cups, followed by a partnership with Roots Canada in September.In 2014, Mendes and DoSomething.org launched their campaign called "Notes from Shawn" where fans were encouraged to write positive notes and leave them in unexpected places.The campaign was inspired by the lyrics to his first single, "Life of the Party", and addressed low self-esteem, depression and awareness of self-harm.