Headspace Health Campaign Evaluation & Marketing Challenge
Helping Communities “Find Some Headspace” In COVID Times
Project Type: Graduate School Project for Case Studies in Digital Entertainment Class.
Timeline: September-October, 2021.
Role: Researcher, Marketing Strategist, Writer.
Project Description: Throughout this project, I evaluated Headspace’s “Find Some Headspace” campaign, in which the company leveraged its customer success stories throughout the pandemic to launch a campaign that ran on TV, digital/social and out-of-home. After completing the initial evaluation, I outlined some research-backed strategies that might prove effective in supporting communities of color across the United States, thus positioning itself as the household name for mental health care among this demographic .
Challenge: Culturally-relevant competition, lack of diversity and overall representation within the platform and its content, minorities’ stigmatization of mental health, medical distrust, lack of access, poor quality of care, language barriers, and a lack of cultural competence to serve the community. The platform does not accurately represent what the country looks like, and therefore leads potential users to believe that the platform is not built for them as it does not take into account their voices, experiences and perspectives when creating their content.
Solution: Diversify the content, voices, providers, and instructors featured on the app to appeal to and be able to truly make a difference in the communities that they are trying to reach.
Results: Engaging minority communities in the US will not happen overnight and will require Headspace to rethink much of their content, image, and instructor diversity in order to be successful. Given that there are not many well-known online mental health and mindfulness apps that cater to minorities, if Headspace decides to take on this challenge, it can leverage its current standing and their easier access to bigger partnerships in order to become the leading mental health care app among minority communities in the country.
Cover Photo by Daniel Korpai on Unsplash