The Ask:
Come up with an innovative idea that makes it easier for members of the Black community to talk about their mental health, either with each other or a therapist.
Black people across the diaspora tend to be very religious or be raised religious, specifically Christian.
Religion has long been a strong structure for coping with the plights specific to Black people.
However, in the Black church there is often a shame over having mental health challenges, and a reductive narrative that the problems people are experiencing are “the devil” or signs that they should pray more.
So what if we reduced the religious shame and stigma behind mental health and by extension therapy in the Black community?
Better Help Version
A Strong Spirit Deserves A Sound Mind.
And, how would we do that?
The Bible—Better Help Version (BHV)
Better Help releases a journal aimed at discussing hard topics related to mental health through a faith-based lens.
The journal will feature devotionals, journal prompts, exercises, and prayers for people who want to navigate through their healing journey with words from a faith they are familiar with.
The prompts will include a range of subjects from niche, specific topics for people who are very religious to ones the average person who believes in something, but isn’t very rigid, can follow.
OUT OF HOME
Out of home advertisements will be placed in large public areas, near populous churches, and cities with the highest demographics of Black folk.
DIGITAL
BHV will also be released digitally, directly on the BetterHelp website.
The landing page will feature online sermons, online and in-person Bible study sessions, Spotify Gospel playlists and direct links to faith-based therapists.
Art Director: Nia Dawson
Copywriter: Haniff Murray
Many brands like to separate themselves from religious topics out of fear of offending a particular demographic, but faith is a big part of the Black community.
BetterHelp already offers Christian therapy, so this campaign will integrate a service already offered on the platform.
Therapy is all about addressing the harder topics in our life, and this BetterHelp campaign dares to do the same.
