Moodlift / vu university
Re-Branding a Mental Health Platform for Students
Client
MoodLift is an online platform monitoring and improving the mental health of students in the Netherlands, led by the country’s largest universities. Its annual survey is part of the gobal WHM-ICS: WHO World Mental Health Surveys International College Student Initiative. Website: moodlift.nl
Briefing
Increased active user numbers, awareness and brand recognition for the platform then called “Caring Universities”.
Problem
The stigma around mental health challenges is a major barrier to engage help. The brand name, messaging and visuals lacked clarity, visibility and appeal to be noticed by the heavily targeted student population.
Insight
While the problems addressed are stigmatised, negative and intimidating, the platform’s impact is entirely positive and appealing. A new verbal and visual identity can increase clarity, visibility and appeal as well as mitigating the barrier to engage.
Strategy
Renaming and rebuilding the brand and platform around its positive outcomes (rather than the problems addressed) as “MoodLift”, including a new visual identity, platform design, communication assets and campaigns utilising all media options available to the universities, while emphasising the anonymous and free use of the platform for all students.
Result
Substantial growth of active user numbers, awareness and brand recognition. Based on its usage and results, MoodLift was awarded funding from the Dutch Ministry of Education, Culture and Science, as part of their €8,5bn National Education Program (Nationaal Programma Onderwijs).
Testimonials
Sascha Struijs, VU University Amsterdam, Project Leader MoodLift
Working with Elwin Stevelink has been an absolute pleasure. Elwin expertly guided us through the development of a new brand name, platform design, and communication strategy. Meanwhile involving our complex stakeholder environment for support and backing each step with (campus) research. His ability to present key ideas in a clear plenary session, and deliver an easy-to-use communications package was highly effective.
Elwin has a gift for simplifying complex topics while keeping the focus on our main communication goals. His efficient use of time and resources helped us stay on track without sacrificing quality. Beyond his professionalism and expertise, Elwin’s positive and engaging attitude made the entire process genuinely enjoyable. I would highly recommend him to any organization seeking a skilled strategist who knows how to get results while keeping the experience fun and collaborative.