Client Overview:

Pursue Care, a groundbreaking app designed to assist individuals recovering from opioid addiction or facing mental health challenges, provides a discreet platform for connecting users with therapists, doctors, and psychologists for prescription support. Recognizing the sensitivity surrounding opioid addiction, Pursue Care sought to expand its reach into the college demographic and engaged students to create an engaging card game as part of an innovative expo booth strategy.

Project Scope:

The project aimed to target college students and break down barriers related to seeking support for opioid addiction and mental health. The focal points included:

1. Demographic Expansion:

   • Tailor Pursue Care's services and messaging to resonate with the college demographic.
   • Address the unique challenges and stigma associated with mental health within the college community.

2. Expo Booth Engagement:

   • Devise a creative and interactive strategy to attract college students to the Pursue Care expo booth.
   • Develop a captivating card game that not only entertains but also educates attendees about the app's services.

Approach:

1. Demographic Research:

   • Conducted thorough research on the college demographic, understanding their attitudes toward mental health and potential barriers to seeking support.
   • Gathered insights from focus groups and surveys to inform the creation of targeted messaging.

2. Card Game Development:

   • Collaborated with Pursue Care to understand their brand messaging and desired outcomes for the card game.
   • Brainstormed and developed a card game concept that seamlessly integrated education about Pursue Care's services with an engaging and enjoyable gameplay experience.

3. Design and Branding:

   • Designed the card game with attention to the visual identity and branding elements of Pursue Care.
   • Ensured the game's aesthetics aligned with the overall messaging of destigmatizing mental health support.

4. Expo Booth Execution:

   • Worked closely with Pursue Care to create an expo booth layout that maximized visibility and engagement.
   • Integrated the card game as a centerpiece of the booth, encouraging students to participate and learn more about Pursue Care.

Outcomes:

• Successfully expanded Pursue Care's reach into the college demographic, fostering awareness and engagement.
• Created an interactive card game that not only entertained expo attendees but also effectively communicated the app's mission and benefits.
• Received positive feedback from students, breaking down stigma and encouraging open conversations about mental health.