Digital Mental Health
Project Case Study:
Project Title: The Future of Digital Mental Health
Client: Free University of Berlin & World Health Organization (WHO)
Year: 2021-2022
Redefining digital mental health landscape
As mental health support becomes more critical, especially in underserved populations, the Free University of Berlin and the World Health Organization (WHO) set out on an ambitious journey to scale mental health services for Arabic-speaking communities in Sweden and Germany.
Despite the program's high potential, there were significant challenges in reaching the target audience and engaging users to complete the program.
The Challenge
The goal of this EU-funded project was to scale digital mental health support for Arabic speakers in Sweden and Germany through the WHO’s platform. However, the initial marketing attempts, relying on traditional paid media and Facebook ads, failed to generate significant engagement.
The main challenge was achieving product-market fit, understanding the target group, and translating the program’s value into something that resonated deeply with the audience.
Our Approach
A Holistic, Future-Ready Design
At Nordic Future Labs, we embraced a holistic, innovation-driven approach to solve the problem.
Our key focus was on connecting the service to the target audience in the right way, re-imagining the product from the ground up, and enabling sustainable innovation.
Here’s how we reimagined Arlanda
1
Product-Market Fit Optimization
We started by re-evaluating the product's core value proposition, re-packaging the digital mental health program in a way that truly aligned with the users’ needs and motivations. We divided the target group into segments, rebuilt personas, and mapped out their development journeys.
This helped us pinpoint where they were in their lives and how the program could support their self-development.
2
Customer-Centric Innovation
Drawing on our expertise in breakthrough innovation, we approached the challenge from the user’s perspective. By diving deep into their challenges, we connected the program’s core value to their personal goals.
We developed the communication strategy by redefining the product's messaging in the language of the users, ensuring that it addressed their needs, removed stigma, and resonated emotionally.
3
Influencer Ambassador Program
To increase engagement and relevance, we created an Influencer Ambassador Program, partnering with key figures who were role models for the target audience. We positioned these ambassadors not just as endorsers, but as collaborators whose own personal brands were strengthened by aligning with the program’s mission.
This helped build community, foster loyalty, and generate long-term engagement.
4
Execution and Campaign
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The campaign was launched in phases:
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Awareness: We addressed the stigma and raised awareness of the importance of mental health.
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Engagement: We connected the mental health program to personal development and growth, showing how it could help users achieve their life goals.
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Introduction: Influencers introduced the program authentically, showcasing how it aligned with their personal journey and values.
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Call to Action: The final phase encouraged users to take action, with the influencers leading the charge and motivating their communities.
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Results
Through this strategic, customer-centered approach, Nordic Future Labs not only met but exceeded the client’s target of 504 active participants per country. We achieved higher engagement, lower dropout rates, and cultivated a community of loyal users who found real value in the program.
By redefining the communication and using the right influencer strategy, the client saved significantly on advertisement costs while driving impact well beyond expectations.
Client Review
"Nordic Future Labs re-imagined our entire approach. Their deep understanding of our audience, combined with a sharp strategy and laser-focused messaging, created results beyond what we could have hoped for.
They turned our scattered efforts into a cohesive, powerful campaign that truly resonated with our users. They’re not just marketers; they are visionaries who redefine how products connect with their audience."
— Sebastian Burchert, Researcher, Free University of Berlin
Who we are
Nordic Future Labs is a strategic innovation agency dedicated to designing the future of business and society. Our multidisciplinary team of strategists, designers, and innovators works alongside global organizations to solve complex challenges.
Rooted in Nordic values of resilience, sustainability, and collaboration, we bridge the gap between vision and execution, transforming bold ideas into actionable strategies that drive real-world impact.
Our impact
We partner with global leaders across industries, driving sustainable innovation and resilience. Our work spans diverse sectors, from transforming coworking spaces into sustainable office hubs to crafting strategic responses for global organizations navigating complex challenges.
Each project is a testament to our commitment to making a positive impact—economically, socially, and environmentally.
Eco-friendly Resorts
Transformed traditional resorts into carbon-negative, eco-friendly destinations that blend luxury with sustainability.
Thriving Workspaces
Redefined coworking into co-thriving spaces, creating sustainable and human-centric office solutions recognized by the Nordic Startup Awards.
Sustainable Fashion
Empowered fashion brands to embrace sustainable practices, creating innovative, eco-conscious products that resonate with modern consumers.
GOVERNMENT
& INSTITUTIONS
AGRICULTURE
& FOOD
NATURE
& FORESTRY
TECH
MANUFACTURING,
AUTOMOTIVE & AIR
SHIPPING
& LOGISTICS
OCEAN
& WATER
HEALTH CARE
The Future of Global Innovation Funds
Geneva
Amplifying Grassroots Innovation - Redesigning UNHCR's Innovation Fund for Greater Impact
UNHCR (United Nations High Commissioner for Refugees)
The Future of Sustainable Eco-Resorts
Zanzibar, Sweden
Transforming Zanzibar’s Coastal Resorts into Carbon-Negative, Blue Economy Hubs
RISE (Research Institute of Sweden)
Stockholm Environment Institute
Vinnova
The Future of Coding
Stockholm
From Tool to Movement - Building a Community-Centric Brand
ServerPod