Rula, a mental healthcare platform that delivers insurance-covered care, has launched its first national campaign, “Turn Off the Talk Track.”
The campaign, which comes from Mischief @ No Fixed Address, introduces the brand’s new creative platform and visual identity while tackling a big barrier to therapy: people who talk themselves out of therapy rather than simply booking a session.
Rula and Mischief created the “Turn off the Talk Track” campaign from the insight that therapy has entered the collective consciousness, but awareness alone isn’t translating into action — leaving too many people stuck in the space between knowing therapy could help and confidently taking that first step.
A series of creative spots bring the self-doubt issue to life. One finds a woman playing chess with herself, questioning why she would go to therapy, with her excuses ranging from time spent to liking her therapist to just crying it out. She finally gives in to contacting Rula.
In another, a woman wrestles with herself on a mat, stating that therapy is for rich people, while her other self says it’s just $15 a session with her insurance.
The spots close with the a message that getting help with Rula is easier than talking yourself out of it.
To support the campaign, Rula is introducing a limited-time activation, “3am Therapy,” which offers a free session to first time customers. Users can claim their first session between 2:00 a.m. and 4:00 a.m. local time through March 27 and sign up to redeem anytime after within 30 days.
“For someone already struggling, just deciding to get help takes courage.The last thing they need is for the process of finding that help to become its own source of stress and discouragement,” said Josh Bruno, CEO and Founder of Rula. “Rula exists to take that weight off their shoulders, so that the hardest step in someone’s journey is already behind them when they attend their first session.”
With a nationwide network of more than 21,000 licensed providers for therapy and psychiatry, and an average copay of $15, accessing quality mental health care is easier than many people think. Patients can match with a provider in minutes, verify insurance coverage upfront, and schedule their first appointment as soon as the next day — proving that finding quality care with a quality provider doesn’t have to involve 3am spirals and internal debates.
The campaign was developed in partnership with creative and media agency Mischief @ No Fixed Address, the agency’s debut work for Rula, and production company Drool.
“We’ve all done Olympic-level mental gymnastics to convince ourselves that therapy can wait. The irony is, it would’ve taken less effort to just sign up,” said Bianca Guimaraes, founding partner and ECD at Mischief @ No Fixed Address.
- About the Author
- Latest Posts
