GeneSight’s Brighter Days
HEALTH & FITNESS
WEBSITE & EMAIL/SMS
2024
CREATIVE DIRECTOR
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GeneSight’s Brighter Days Challenge applies evidence-based strategies—anchored in small, daily habits—to promote mental wellness and reduce depression risk. The initiative builds on insights from their Mental Health Monitor, which highlights widespread challenges such as trial-and-error with medications, reliance on unhealthy coping mechanisms, and inequities in access to care.
By linking micro-habits with measurable outcomes—such as a 57% reduction in depression risk—the campaign, launched during Mental Health Awareness Month, provides both practical actions and data-driven validation. This combination of science-backed messaging and habit-building support not only deepens engagement but also drives meaningful improvements in mental health outcomes.
Challenge
The challenge for the GeneSight Brighter Day initiative was to design engagement without triggering deeper mental health struggles. We structured the program so that daily tasks were delivered only via SMS and email, creating a simple, low-barrier way for users to participate. Badges and rewards reinforced consistent engagement, while the UX was carefully designed to avoid negative triggers if a user skipped a day or two. Gathering feedback from the previous year’s participants was helpful, though not everyone readily shared insights. Still, the input we did receive allowed us to iterate and build a stronger program shaped by user favorites and requests.
GeneSight’s Brighter Days Challenge saw tremendous user engagement and overwhelmingly positive feedback, highlighting the brand’s ability to connect with audiences on an emotional and meaningful level. The campaign encouraged participants to reflect on their mental health journeys and share small wins, creating a sense of community and hope. Through thoughtful content, strong visual storytelling, and clear calls to action, the challenge drove high participation and strong social traction. The campaign’s digital experience was recognized with the 2024 Netty Award for Best Responsive Web Design, reinforcing GeneSight’s reputation for combining clinical credibility with empathetic, user-first digital innovation.
By leveraging data insights and user surveys from the previous year, we successfully achieved key goals:
Increased sign-ups by 17% year-over-year
Generated qualified leads, with a 10% conversion rate resulting in GeneSight test purchases
