Hinge Mental Health
Advocates of Tomorrow
Our mental wellbeing shapes our relationships. But for LGBTQIA+ and BIPOC daters, it’s hard to find a therapist or counselor who’s lived the same experiences. Hinge’s response, Mental Health Advocates of Tomorrow, was a dating app-first education fund. Out of over 1,000 applications, 10 future mental health champs were awarded $10k each for their education. The initiative was supported in-app by a set of new “Self-care” Prompts that encourage daters to talk more openly about mental health on their profiles. On launch day, we saw an 18% lift in LGBTQIA+ registrations in the U.S., and a 12% lift overall.
Read more about MHAT here or see our Webby Nomination-winning case study here.
“So many marginalized folks are wrestling with trauma, shame, lack of resources, and isolation. A lot don’t even trust therapists and I can’t blame them…These times can be really dark and overwhelming in a lot of ways and that’s why we need mental health advocates. This iniaitive is helping people become the light bearers, creating generaltion ripple effects of healing.” ”
CREDITS
VP of Communications - Jean-Marie McGrath
Director of Brand Communications — Jarryd Boyd
PR Manager - Elissa McCool
Executive Creative Director - Ola Sobiecki
Art Director - Rach Newman
Sr. Designer - Andenew Ayele