BetterVent
No one wants to hear it.
BETTERHELP TELLS BLACK PEOPLE TO SHUT UP.
Client:
BetterHelp
Task:
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.
Background:
Whether in the workplace or in their personal lives, black people often have to hold their tongues. This silence manifests itself in the issues addressed in therapy. But many don’t have the time, access, or desire to go for a session. Let’s give black people a safe space to express themselves immediately.
Idea:
We’ll capture our audience’s attention with a number of, frankly, rude visual ads. When they angrily look up who they need to cuss out at BetterHelp, they’ll be referred to our manifesto and the release of BetterVent, a voice memo app designed specifically for black individuals to express their emotions, thoughts, and experiences 24/7 with no judgement, no therapist, and no session needed.
Manifesto
BetterVent
Say it with your chest, no one’s listening.
Whenever something happens, be it minuscule, massive, or mundane, BetterVent is dedicated to allowing black people to vocalise whatever they want in a safe, healthy place.
Users can “Vent” where they can say it with their entire chest, or in moments where they can't speak, “Bite” their tongue. Biting your tongue sets a reminder to vent later.
BetterVent has features that are catered to different Black subcultures.
The Black Superwoman - TINA: turns your device in a Super Personal Coping Mechanism that uses personalised data to give real-time advice as BSM is busy saving the world.
The Black Churchgoer - Mental health is often demonised, so we’ll create “Church Mode” an algorithm that turns prayers into therapy minutes.
The Black Suppressor - The option to bite your tongue when out and about sets reminders to vent.
Vents are entirely confidential. However, safety is imperative, so red flags in user analytics will alert a licenced BetterHelp professional. Users can choose to share or keep Vents to themselves. As long as they get it off their chests, it doesn’t matter.
Impact:
The release of BetterVent empowers black people to amplify their voices, fostering a sense of community and support as well as a deeper understanding of mental well-being. BetterHelp boldly challenges societal norms and sparks dialogue about the need for inclusive places while providing an inclusive, accessible resource themselves.