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How We Created the Mental Health E-Book for Shifto?

Goals

  1. Grow Shifto’s contact list.
  2. Offer something truly valuable.
  3. Add value to Shifto’s website.
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Who It’s For
‍We aimed at early teens and young adults. We even put together a test group of Gen Z members to help guide us throughout the project.

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Setting Up the E-Book’s Content
Working closely with Shifto’s therapists and our Gen Z test group, we picked five key topics:

  • Emotions
  • Interpersonal relationships
  • Mental hygiene
  • Understanding psychotherapy
  • How to sign up for therapy
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Writing the Texts in Czech and English
‍Shifto’s therapists and our copywriters teamed up on each chapter’s content, and we kept our Gen Z test group in the loop. We focused on:

  • Making topics clear for Gen Z
  • Using a tone that’s appealing and believable for Gen Z
  • Balancing fun and informative content
  • Striking the right mix of authoritative and friendly
  • Ensuring the content felt genuine and useful
  • Following the communication strategy we designed for Shifto
Website for Earthsight showing homepage with article about Indonesia's biggest palm oil project
Website for Earthsight showing homepage with article about Indonesia's biggest palm oil project
Website for Earthsight showing homepage with article about Indonesia's biggest palm oil project
Website for Earthsight showing homepage with article about Indonesia's biggest palm oil project

Designing the E-Book

‍We built on the visual identity we previously created for Shifto, aiming for an attractive and easy-to-understand look. We also converted some of the written content into visuals and designed with phone usability in mind. Again, we got feedback from our Gen Z test group.

Examples of for additional content types of articles for mobile app

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a series of three bookmarks with a woman holding a tablet

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Results

  1. We expanded Shifto’s contact list: within a few weeks, without any advertising, 300 people downloaded the e-book.
  2. We raised awareness about mental health and therapy.
  3. We increased the value of Shifto’s website.
  4. Following the communication strategy we designed for Shifto

What Users Are Saying

“This e-book is a great intro to understanding mental health. It can be tough to know where to start, but Shifto makes it easy to know where and how to find support.”

Monika, 20 years old

“I got it. It’s well-organized and easy to navigate. For me, it’s very nice. 👍”

Matyáš, 16 years old

“The e-book looks interesting at first glance, it invites reading, and it was readable and easy to understand. So great! 🩷”

Katie, 18 years old
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