Brighter Days Challenge - GeneSight / Myriad Genetics
Objective: To create an engaging and supportive challenge highlighting Mental Health Month, providing an accessible and meaningful way to uplift people with mental health issues and their loved ones.
Overview: GeneSight, a leader in pharmacogenomic tests that offer insights on how genetics may impact mental health medications, launched the Brighter Days Challenge in May to coincide with Mental Health Month. The challenge aimed to engage participants through 30 simple activities designed to improve mental well-being, such as taking a neighborhood walk or seeking out a belly laugh, each taking under 15 minutes to complete.
Human-Centered Approach: Creative within the precision medicine space often feels sterile or artificial, reminiscent of Big Pharma commercials where the drug is the hero. With Brighter Days, we took a more realistic, human-centered approach to make genuine connections with our audience. Our goal was to make every touchpoint feel like an exhale, providing a sense of lightness and relief. We wanted participants to feel this not only when completing each challenge but also during sign-up, reading our emails, and engaging with us.
Design and Communication: To achieve this, we chose natural-looking photography that was soothing and inviting, paired with uncluttered, light-colored graphic elements. Our language throughout the challenges and all touchpoints was accessible and reassuring. The end result was that the Brighter Days Challenge communications felt like they were coming from an old friend who wants the best for you rather than a company trying to sell you something.
