Trending PR Campaigns
The Permission Project
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.
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 |