Launching the World’s First ‘Docutherapy’
Group Therapy Uses Comedy as First Aid for the Mental Health Crisis
We worked with creative agency VML France, insurance brand AXA, and Kevin Hart’s entertainment company Hartbeat to help launch Group Therapy: a feature-length documentary that uses humor and vulnerability to break the taboo of discussing mental health.
With one-third of the global population experiencing mental health challenges, and younger people disproportionately affected, Group Therapy aims to normalize conversations about mental health and demonstrate the healing power of sharing.
Hosted by Neil Patrick Harris, the film brings together six renowned comedians: Tig Notaro,Nicole Byer, Mike Birbiglia, London Hughes, Gary Gulman, and Atsuko Okatsuka, for a live group therapy session. The film highlights the connection between comedy, vulnerability, and mental health through candid and humorous discussions.
Watch the trailer here
The Challenge
In a world where audiences are bombarded with content 24/7, the challenge was to break through the noise, not with clickbait but with something real.
The task was to excite people enough to watch a 90-minute documentary about mental health and then feel empowered to share more in their own lives. The ultimate goal was to spark meaningful, global conversations around mental health, using entertainment as the bridge.
Our Approach: Impact through entertainment
To create meaningful exposure for Group Therapy, we worked closely with all stakeholders and PR teams to orchestrate a unified launch strategy that amplified the film’s message and impact, spotlighting not just the comedy stars but also the makers behind the camera.
Positioning the Film: We amplified the key message, ‘Sharing is therapeutic,’ weaving it into the story and making it a compelling call to action while framing Group Therapy as a must-see example of entertainment for the right reasons.
Crafting the Story: We defined the launch plan, positioned the story, crafted the press release, media materials, and pitching strategy, and helped the protagonists articulate the narrative authentically. This ensured the film’s message resonated across diverse media platforms internationally and reached a global audience
The Results
We secured numerous interviews and high-profile coverage internationally, including an in-depth feature in Forbes.
FORBES: “The comedians featured in Group Therapy are testament to the therapeutic power of sharing, and they take the audience on a journey through a variety of emotions. As well as the group discussions, the documentary includes interviews and stand-up clips to give an insight into how comedy can act as a coping mechanism while providing a platform to confront mental health issues.”
But most importantly: The film and its meaning touched everyone who watched it - and the message that sharing is therapeutic resonated deeply, sparking meaningful conversations.
