Only 43 percent of adults with mental illness seek treatment and the average delay between symptom and treatment is a staggering 11 years. Why? Because of the emotional barriers connected to reaching out for help.

In a category where most brands act and look like clinical institutions, there was a space for someone who was not only competent, but truly and intimately understood people’s emotions. Someone that portrayed and explained these emotions in an authentic and human way. Because it’s ok to feel bad about things. And it’s ok to seek help for them. Simply put: It’s ok to be human.