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.

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