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 awareness, brand recognition and active user numbers of the platform then called “Caring Universities”, by re-inventing the brand, its platform and its communications.
Problem
The stigma around mental health challenges is a major barrier to engage help. Also, in a heavily targeted, continuously renewing target-group of students, the brand name and messaging were neither clear or appealing.
Insight
While the problems addressed are negative, stigmatised and intimidating, the platform’s impact is entirely positive, appealing and non-intimidating.
Solution
The new brand name, brand identity and communications are based on the positive outcomes of the platform, rather than on the negative problems it addresses, for maximum verbal and visual appeal and clarity. Furthermore, the barrier to engage is lowered by emphasising the anonymous and free use of the platform for all students.
Result
The launch of the new platform, brand name, brand identity and communication assets in the new academic year resulted in substantial growth of active user numbers and brand recognition. Consecutively, 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), based on its scientifically-proven effectiveness and participating numbers.
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.