Better Help Social Campaign
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What is this project?
This university project is a conceptual social media campaign for BetterHelp, aimed at promoting the importance of therapy and encouraging individuals to sign up for their first session. The campaign features real stories and testimonials from BetterHelp customers, showing the positive impact therapy has had on their lives. The key objective is to reduce the stigma surrounding therapy, particularly among older generations, and empower busy adults to prioritize their mental health and take action toward seeking help.
How did I prepare?
The preparation for this project involved in-depth research on the common barriers to therapy, such as stigma and hesitance, particularly in the target demographic of busy adults aged 18-60. I also researched BetterHelp’s services, including its diverse range of therapists and its commitment to accessibility and inclusivity. From this research, I created an outline for the campaign, focusing on personal stories from users, supported by expert insights into the benefits of therapy. I also identified the most effective social media platforms for the campaign: Instagram, TikTok, and Twitter, to reach a broad audience with tailored content on each channel.
How did I put my plan into action?
To put the plan into action, I first created a series of short video testimonials featuring real BetterHelp users. These videos shared how therapy helped them manage stress, improve their relationships, and feel more empowered. Next, I designed engaging social media posts tailored to each platform. For Instagram, I used a calming, personal visual of a woman enjoying a quiet moment, paired with a compelling call-to-action. On TikTok, I showcased a dynamic video montage of user stories, incorporating music and text overlays to make it more engaging. On Twitter, I used a simple, powerful quote about mental health and therapy, encouraging conversation among followers. The consistent theme across all posts was emphasizing accessibility, empowerment, and the importance of taking care of oneself.
What were my results and lessons?
The results of this campaign are expected to be significant in raising awareness of BetterHelp’s services, especially among individuals who may have been hesitant to consider therapy. By showcasing authentic user stories, the campaign helps normalize therapy and encourage people to sign up for their first session. The campaign’s use of free first-session offers will also provide a tangible incentive for potential users to take action. One key lesson I learned was the importance of tailoring content to each platform to maximize engagement and relevance—what works on Instagram may not be as effective on Twitter or TikTok. Additionally, the emotional storytelling approach proved powerful in creating a connection with the audience, demonstrating the real-world impact of therapy on people’s lives.