Back to School | BetterHelp University

Role/Impact:

Drove the early creative development of the BetterHelp University Back-to-School campaign, from initial concepts to photography sourcing, laying the foundation for a scalable social toolkit and broader student-focused campaign extensions.

Led the research, conceptualization, and design of a BetterHelp Campus Ambassador program, a series of Back to School Social Media Challenges, and Support Card Installation concept.

The Challenge and Opportunity:

Help BetterHelp answer one central question: What does taking care of mental health look like for college students and their parents as the whole family transitions during the back to school moment?

  • Secondary Goal: Inspire college students to move from simply believing mental health matters to actively prioritizing their own care.

  • Show that support can realistically fit into the identity shifts, duality, and everyday chaos of student life.

The Solution and Proposal:

  • Competitive Analysis

  • Visual art direction for campaign launch

  • Scalable Back-to-School campaign built around BetterHelp University (BHU)

  • A research-based series of proposed campaign extensions

Credits:

  • Design: Megan Atwater, Ryan Fetters

  • Copy: Christian Villodas

Visual Direction: Campus Care

“Campus Care” builds credibility and warmth by focusing design on the authentic connections of college students, showing the positive impact therapy can have on their wellbeing.

Imagery: Real, diverse students with emphasis on expressions (moments of relief, reflection, etc.), balanced with calming nature accents that symbolize growth.

Merchandise for Students and Campus Ambassadors.

  • "Someone's Got You" | Baseball Cap | BetterHelper Merch Design

  • "A Place to Check In" | Journal | Student Merch Design

  • "You Matter. You're Loved. You're Human." | Tote Bag | Student Merch Design

  • "You Matter. You're Loved. You're Human." | Sweatshirt | Student Merch Design

  • "Check in." | Tote Bag | BetterHelper Merch Design

Campaign Extension: Support Card Installation

During high-stress moments throughout the semester (i.e. move-in week, midterms, and finals) BetterHelp installs large-scale interactive support walls across university campuses.

Imagery: Real, diverse students with emphasis on expressions (moments of relief, reflection, etc.), balanced with calming nature accents that symbolize growth.

Digital Support Drop Alternative: “Someone’s Looking Out For You”

How it Works:

24hr Digital Support Drop: BetterHelp campus ambassadors activate designated AirDrop Zones across different locations on campus. Students receive a limited edition digital support card that links to a landing page where students can:

  1. Check their insurance coverage eligibility

  2. Enter for a chance to win X months of complimentary therapy

  3. Explore campus and BetterHelp mental health resources

  4. Share a support card with a friend

A Seasonal, Campus-Wide Content Series:

How can we remind college students that they’re not the only one struggling with things like imposter syndrome, homesickness, loneliness, comparison, doubt, test anxiety, and more?

  1. First Week of School | What’s Moving in and What’s Moving Out?

  2. Midterms | “I Give Myself Permission to…”

  3. Finals Week | “I Forgot it Was Normal to…”

Posted by: University clubs, ambassadors, student influencers, athletes, campus vloggers, orientation leaders, resident assistants, etc.