The Challenge: Humanizing Health Content Beyond the Medical

In a world where health advice online often feels sterile and impersonal, The Mighty offers a much-needed alternative—a community-driven platform where real people share their firsthand experiences with disabilities, diseases, and mental health challenges. The goal was to expand their reach and create a more engaging, inclusive space for individuals who seek connection and understanding beyond just medical advice.

Our Strategy: Expanding Reach and Creating Connection

The Mighty had primarily relied on Facebook to share articles and videos, but their video content was often too long to capture the fleeting attention of social media users. We set out to not only expand their advertising platforms but also explore physical media to create a more interactive experience and grow their audience.

As part of our strategy, we conducted in-depth interviews with ten individuals who had personal experiences with health challenges. These hour-long interviews took place during Mental Health Awareness Month and focused on how their conditions impacted their mental well-being. The conversations brought out deep emotions—laughter, tears, and moments of clarity—and provided invaluable insights into their unique strengths and struggles. This personal touch became the foundation of our approach to creating content that resonated on a deeply human level.

By integrating these authentic voices into The Mighty's new content strategy, we aimed to create shorter, more dynamic videos and interactive materials that reflect the real-life challenges and victories of their community, building deeper connections and expanding their reach.