Meela is a therapy app that matches patients with the right therapist based on personal preferences and needs – creating a safe space for completely open conversations.
With the launch in the UK, Meela wanted to highlight the benefit of the service in a way that felt relevant to an urban audience, especially women aged 25–35. This target group are heavy users of dating apps, where there are plenty of social rules about what you should and shouldn’t talk about: don’t bring up your ex, don’t get stuck on your parents, don't trauma dump or bring up you cheating history.
That’s why Meela chose to borrow the language and swiping aesthetic of the dating world to show that a match with the right therapist can become the one relationship where no topic is off-limits.
A campaign that shows there are no red flags in therapy – especially not with the right therapist.
Find the One” campaign reframes therapy as a place where no topic is off-limits, helping to break the stigma around therapy and mental health conditions. The campaign launched in the UK and Sweden on billboards and digital platforms.