Overview
This free mental health tool built for and with LGBTQ+ teens is a go-to guide for those looking for support and help in affirming their identities and learning practical ways to cope with minority stress that is helpful, relevant, inclusive, and joyful. For the launch of the Hopelab product, Ghost Note was hired to develop a robust go-to-market strategy and campaign to inspire LGBTQ teens, especially QTBIPOC, and those with multiple marginalized identities.
Challenge
Our goal was to establish an online presence for imi, we developed a social framework of authentic content from youth and queer artists that reinforced imi’s themes and message. We wanted to create a campaign that really showed Gen-Z teens that we understood them, and wanted to create space for them to tell their stories. We shone a spotlight on community members, emphasizing support and encouragement to use the mental health tool.