DiGo Launches First Integrated Campaign for BetterHelp.com Targeting Groups Historically Averse to Therapy
NEW YORK (January 12, 2022) — DiGo, The Positive Behavior Change Agency™, located in NYC with teams around the globe, launched a new, integrated campaign for the world’s largest therapy platform, BetterHelp.com, focused on challenging stigmas and ingrained beliefs around mental health and getting therapy.
“The goal was simple,” said Mark DiMassimo, founder and Creative Chief, about the initial campaign launch, which includes a series of four videos depicting ordinary people struggling with their mental health in various situations.
“As we enter the third year of the COVID-19 Pandemic, mental health challenges like stress and depression continue to invade our lives, and despite this, many keep these feelings bottled up… especially those who are not ‘supposed’ to need therapy. So we aimed to remind everyone that getting therapy is a normal thing.”
The agency leaned into qualitative and quantitative research led by Lesley Bielby, Co-CEO and Chief Strategy Officer, to inform the campaign narrative and strategic territory.
“Our research, which included a broad sample of people from different ages, ethnicities, and backgrounds, made it clear that for many of them—in particular, certain cultures, and especially men—therapy is considered unnecessary, even shameful; sometimes these groups avoid getting help altogether,” Bielby recounts. “This is why BetterHelp is a perfect partner for us. At DiGo, we know that people often don’t do the things they know deep down they should be doing. As an agency focused on creating positive behavior change, we only work with brands that help people form better, life-changing habits. In this instance, that’s helping people realize that mental health issues do not discriminate. They can affect any of us at any time, regardless of who we are, where we come from, or how ‘together’ we think we have it. And most important, getting therapy from BetterHelp is a normal, positive first step to a better life.”
“We’re very happy with how people are reacting so far,” DiMassimo says about the campaign’s initial response, sharing that he received one email from a peer about the “Gym” video “hitting home” by reminding them about their previous “tough-it-out” sentiment towards seeking help.
DiGo collaborated with production partners Imperial Woodpecker and Arcade Editorial to execute the campaign. Please reach out to Taylor Smith for more information.
About DiGo:
DiGo is the world’s first creative agency focused exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing. Over the years, we’ve lent our expertise to life-changing brands, including BetterHelp, Shutterstock, Wondrium, Partnership to End Addiction, WW (formerly Weight Watchers), SodaStream, Samsung, Echelon, Pfizer, and CVS Health, among many others across various industries. Headquartered in New York City, DiGo has teams across the globe and is committed to creating an enriching environment of diversity, equality, inclusion, and creativity. For more information, visit digobrands.com.
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