PARIS, France — “Depression is for the weak.” But by 2024, one in five young people will be suffering from depression. But for them, the topic of mental health is taboo. “We all have a little bit of a complex about therapists. We don’t necessarily feel comfortable going to a therapist,” she explained. Oryolsan I returned to Yard/Vice in 2017.
And while efforts to break the silence are increasing, popular culture continues to perpetuate stereotypes and silence young people. These young people hitch At VTC Brands, we encounter them every day. Pick them up from parties or take them to work on tough days. And these young people, especially those living in disadvantaged areas, need to open up: “We listen to them and the dialogue comes very easily. I feel like they want to talk without feeling judged.” Karim, Drivers for Heetch since 2019, shared. “Perhaps they feel more comfortable telling us about their lives and problems, knowing that we are focused on the road and can’t see them directly.”
Tweet 2: “My Heetch driver is like my therapist and knows everything about my life.”
Tweet 3: “Heech Driver >> My Best Therapy Session”
“When we saw testimonials on social media that young people were more likely to confide in their drivers, we, together with our agency BETC, recognized this natural dialogue and that 70% of our drivers are more likely to confide in their drivers. We thought we should take advantage of the fact that they’re opening up. To take it a step further, our users are under 30. If young people don’t go to a therapist, we bring them to a therapist.” . Renaud Berthe, CMO, Heetch.
That’s why Heetch was an idea from an agency. BedWe are partnering with. foundation fallet – Committed to mental health in France since 1841 – Launched “First Conversation”. This is a concrete effort to raise awareness among young people about mental health issues and promote freedom of speech.
From March 28 to 31, 2024, psychologists and mental health ambassadors from the Fallet Foundation will be on board the Heetch VTC, accompanying young people to make first contact with experts during the ride.
“Today, the average time for a wandering diagnosis is approximately 10 years, and the longer care is delayed, the longer the road to recovery. That’s what I want to convey to young people.” Sandrine Bloutin, CEO of Fallet Foundation.
“Youth mental health has been a hot topic in the media since COVID-19 and the successive lockdowns, but it has been difficult to offer concrete solutions. With First Conversation, Heetch Beyond that, we are implementing real, long-lasting, useful services by training drivers in active listening.” Olivier Homar, BETC Executive Creative Director.
And while these moments of interaction on VTC will never replace a consultation in a therapist’s office as part of treatment, the goal is to help people with mental health issues and, above all, the need to speak up when they’re not feeling well. It is about raising awareness among young people about sexuality.
This is the first step towards recognizing and normalizing the behaviors that young people tend to dramatize.
credit:
Operation: First conversation
Brand: Heach
Brand Manager: Renaud Berthe, Hector Gruyer, Benjamin Sousa
Advertising agency: BETC Paris
Agency Managers: Mathieu Roger, Aude Devaux, Lara Lefort
Chief Creative Officer: Stefan Sciberras
Executive Creative Director: Olivier Homar
Copywriter: Guillaume Denis
Art Director: Matthew Hammon
Creative Resource Coordinator: Nathalie Sansaigne
Agency Producer: Sebastian Lindingre
Production company: Sauvage
Director: Julian Nodolfsky
