BetterHelp has established brand recognition among online therapy providers. However, it is time we target communities who remain distrusting of the benefits of mental health support. With our new look comes a new wave of target customers. 

This campaign aims to challenge previously constructed assumptions of mental health. With this new look, BetterHelp aims to target Latino men who struggle with reaching out for help men ages 20 to 50. 

In Latino culture, tons of generational trauma goes untalked about; however, it is time to unleash those emotions and expressions. Machismo and hypermasculine ideologies overshadow the help one needs to live a fulfilling and present life.