Website Design & Branding, MArketing, Messaging Strategy
Challenge
We know mental health is more than a trend and bigger than a moment in time. So we could not approach this topic with the same messaging and media that we would with any other topic because no matter where you are in your journey, talking about your mental health can be scary.
Approach
So we got personal and created Open Up, a resource page that would offer many ways for people to seek help depending on what they individually need: access to therapy, an experience of community catharsis through an AR Filter, or articles that helped them see they aren’t alone.
But before people even landed on the page we helped them get ready to open up by taking traditional conversion ads — like in-article banners in the middle of a stressful news story — to meet people where they are and create a disarming, welcoming atmosphere.
Our headlines were written as personal questions because what could be more disarming and supportive than asking someone “How are you doing?” It’s exactly how you would open up a tough, important conversation with someone that you love.
We paired this copy with serene landscapes designed to cultivate a sense of calm and tap into so many mindfulness and therapy tactics that use nature metaphors as support tools.
Creative Lead: Lauren Cody Hoffman
Creative Lead: Kristine Reano-Hager
Global Creative Director: Christopher Clarke
Creative Director: Meghan Beckel
Designer: Monica Griffin
Producer: Cary Cody