The challenge
Introducing TherapyChat to the Italian public, an online psychology platform aiming to make psychological support more accessible and help overcome the prejudice around mental health. The challenge was to bring psychological well-being into people’s everyday lives, prompting reflection through a direct, immediate message.
The idea
We conceived and developed “Sto Bene, Grazie” (I’m fine, thanks), TherapyChat’s first Italian campaign, taking the brand’s message to the streets of Milan. Playing on the meaning of one of the most common answers in everyday conversation, the concept used the language of urban communication to challenge the stigma around mental health and invite people to look beyond polite answers. We handled the creative concept, the street marketing activation and the media buying.
The result
A launch campaign that brought psychological well-being into public space, turning an everyday expression into a starting point for collective reflection. Through a simple, recognisable message, TherapyChat presented its mission: helping to normalise psychology and make the support of mental health professionals more accessible.
