GREENSHIELD - MENTAL HEALTH

TASK: Grow new user sign-ups in a category rife with identical products
STRATEGY: Establish differentiation by reframing product benefit from functional (access) to emotional (impact)

PROBLEM: Greenshield is seen as one of many platforms offering mental health care, not a tool to improve it
TRUTH: Canadians are quick to dismiss therapy as a “failure” after only one session because they leave feeling nothing
PROPOSITION: Greenshield connects you to therapy you can feel