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The MISSION Group Launches New TV Campaign for Psychology Start-Up My Online Therapy

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Created by krow and others from The MISSION Group, this is 'My Online Therapy's' first ever TV and digital campaign

The MISSION Group Launches New TV Campaign for Psychology Start-Up My Online Therapy
My Online Therapy, the UK’s first virtual psychology clinic, is announcing the launch of its first ever TV and digital campaign created by The MISSION Group, which has positioned the service as 'Modern Therapy for Modern Lives.'

The new 60 second film, 'My Real Face', shows how adept we all are at putting on a mask as we juggle the day-to-day challenges of life, often covering up anxiety and overwhelm. It then explores the real faces behind the public façade, and finishes by showing the expressions of My Online Therapy customers as they set up their sessions, and then relax, once the weight has been taken off their shoulders.

My Online Therapy is the UK’s first virtual psychology clinic, offering online therapy with qualified psychologists. Support is provided across a choice of video, live chat, and daily messaging, and can be accessed via web, android, and iOS. The business, which launched in 2018, has partnered with The Chelsea Psychology Clinic to ensure quality and breadth of support.

As well as launching TV and online video ads for the first time, My Online Therapy is launching a new series of social video ads that are more direct response driven, building a full story around the brand and the qualities that make it stand out from rival services.

Vasileios Touronis, My Online Therapy co-founder and COO said: “Our audience is adept at putting different faces on, often hiding how they’re really feeling. The ‘My Real Face’ campaign acknowledges and explores those faces and in doing so, shows My Online Therapy as the modern, flexible solution to help mental wellbeing in ways that work for our audience, so they can show their truer ‘feel good’ face to the world.”

The campaign targets primarily women who often put themselves last in terms of looking after their wellbeing – after children, parents, partners, and even pets. My Online Therapy wants to encourage these women to take time for themselves, at a time which works for them, to look after their own mental wellbeing.

Follow up executions will include more male faces, and Professor Green, who has invested in the brand, is due to appear in future ads for the platform. This latest work has been created in lockdown with kworks, krow’s in-house production arm, using stock footage, remote voiceover recording, and an original music score. krow worked with fellow MISSION Group agencies, Story, Speed, and Bray Leino, on the campaign.

The TV and VOD campaign launched on Sunday 10th May.
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Agency: The MISSION Group / krow

Deputy ECD: Annie Fox

Art Director: Richard Mitchelson

Copywriter: Cat Wells

Strategy Director: Jim Kelly

Senior Account Director: Kirstin Wilson-Jorge

Agency Producer: Kate Bailey


Production Company: kWorks/Rick Bateson

VFX Animator: Dany Carlyle

Composer/Music: Pete Diggens/Aurophonic Workshop

Audio: Jungle and LFO Sound Ltd

Media planning/buying: Bray Leino (as MISSION)

Categories: Healthcare and Wellness, Well-being apps

krow London, Tue, 12 May 2020 10:23:25 GMT