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Top 10 Campaign in Health & Wellbeing · October 2026
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Top 10 Campaign
Health & Wellbeing · October 2026

The Permission Project

PR Campaign
Friday 9th October, 2026

For World Mental Health Day, BetterHelp teamed up with Sophia Bush to launch The Permission Project, offering 10,000 hours of free therapy and a $100,000 fund for therapists and students working in women’s mental health. The hook is a set of ten “unwritten rules” about the contradictory expectations women face, alongside a guide to help them rewrite those rules.

Why it worked: It tied a time-pegged generosity metric (10,000 free hours) to a counter-narrative list (“unwritten rules”), validated by proprietary data and a credible celebrity voice.

The lesson: Consider anchoring a timely day with a hard-number giveaway plus a named list that flips a norm, backed by your own research.

BetterHelp
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
adweek.com BetterHelp Wants To Give Women Permission to Rewrite The Rules Friday 9th October, 2026
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