Each year, 65 million+ Americans seek help for a mental health condition. Shockingly, because the system is often fragmented, confusing, and expensive, 2 out of 3 of those people abandon the search before getting the care they need. Rula is founded on the belief that we can and must do better.
Social media is where entertainment and education converge, and the perfect platform to deliver this message.
People are increasingly opening up about their mental health journeys, using social platforms to advocate for themselves and connect with supportive communities and find resources.
Data shows that:
These numbers tell us that people are passionate about mental wellness content, and they trust what they consume from those they follow online. But at the same time, many people are navigating that world without much guidance, often unsure what sources are credible, how to begin therapy, or even how to recognize when to seek professional help.
Creator storytelling has a unique way of making conversations around mental health and therapy feel human and accessible. You can storytell so well that someone watching dismisses their fear of therapy and takes the first step. You can translate “clinical” into something warm, accessible, and rooted in real life.
We have been working with Rula, a mental health support provider, to inform Americans about their service that will connect them with the ideal therapist to support their individual needs. Rula’s mission is to fix a broken system where millions give up before ever finding help. It wants to make therapy high-quality, affordable, and tailored to the individual.
Understanding that information and education around mental health is best received from trusted sources with a friendly approach, Influencer Marketing was the perfect channel to spread the word of Rula’s message and their service.
The creator content we have produced puts people’s real experiences into the spotlight. Not polished, perfectly lit testimonials – real, messy, beautiful stories of mental well-being: of what it takes to start therapy, what it feels like, how it becomes part of daily life.
We encouraged creators to:
Jonta Harris produced a Reel for National Suicide Prevention Month. He spoke about how, as a Black gay man, he knows how heavy mental health struggles can be, especially for LGBTQ+ youth who face higher risks every single day. This is a topic that resonates with many of his followers, striking an emotional chord.
Embed: https://www.instagram.com/reel/DPMTricEfc-
Simone Sharice’s approach to her Reel was speaking about the advice she would give to her younger self, sharing how she wishes she wishes she always known how important it is to take care of your mental health. The content was received extremely positively by her audience, who showed strong intent to try Rula.
Embed: https://www.instagram.com/reel/DOq7cW-jYUH/?utm_source=ig_web_copy_link
We also ran a series of Creator Paid Ads assets, using creator content in paid placements, specifically with the goal of converting audiences.
The campaign sparked important conversations around mental well-being as well as exceeding performance expectations. The creator content achieved 149.2K views – a 73.5% uplift from the predicted 86K – and delivered an impressive 3.68% engagement rate, outperforming the 1–3% industry benchmark.
Even more importantly, audience sentiment was overwhelmingly positive, with 100% positive responses compared to the 96% benchmark. These results demonstrate the power of creator storytelling in transforming how people approach mental health – proving that when shared with empathy and honesty, conversations about therapy can truly inspire action.
Want to chat about how your brand can work with creators on a campaign for good? Reach out to us at hello@digitalvoices.com.
