Goal

• Launch a new mental health support app without triggering ad platform restrictions

• Build consumer trust in a high-sensitivity space

• Create a movement that felt personal, not prescriptive

Challenge

• Major ad platforms flagged or restricted language around “mental health”

• Target audience (young professionals) was skeptical of clinical approaches

• Stigma and privacy concerns made user acquisition challenging

Service

Response

• Developed messaging architecture that used emotion-first language

• Created an identity that emphasized reflection, clarity, and support — not treatment

• Launched through a journaling challenge campaign and curated influencer kits

• Positioned the app as a mindfulness tool, not a medical product

• Built an editorial content strategy that generated inbound trust

Results

• 📈 11,000+ new users acquired with 82% coming from organic or word-of-mouth

• 📬 27% email open rate across onboarding and support series

• 💬 Influencer challenge generated 14.8M impressions with 92% positive sentiment

• 🔁 Campaign adopted as a model for privacy-first mental health brands

Why It Matters

In high-sensitivity categories, semantics are strategy. This work shows how a simple shift in language can unlock trust, access, and exponential growth.