“Depression is for the weak.” Sadly, this attitude is still prevalent in France. Although 1 in 5 young people suffer from depressive disorders, for many of them the subject of mental health is taboo. And while initiatives to break the silence are multiplying, popular culture continues to perpetuate stereotypes and keep young people silent.

Ride-hailing company, Heetch, and BETC Paris have launched First Conversation in partnership with the Foundation Falret, committed to French mental health since 1841, bringing psychologists and mental health ambassadors on board as Heetch ride-sharing drivers to raise awareness among young people about mental health issues.

The drivers of the Heetch ride-sharing brand, encounter the negative beliefs about mental health every day. They pick it up from parties and take it to work on tough days. Many of these young people, especially those from disadvantaged neighbourhoods, need to confide.

“We listen to them and the dialogue is created quite easily, we feel that they want to talk without feeling judged,” stated Karim, driver for Heetch since 2019. “Perhaps knowing that we are focused on the road and cannot look at them directly helps them feel more comfortable talking to us about their lives and their problems.”

“When we saw all the testimonials from young people on social media saying that they tended to confide in our drivers, we thought with our agency BETC that we should take advantage of this dialogue that was naturally taking place and the fact that 70% of our users are under 30 to take it one step further: if young people don’t go to therapists, then we’ll bring therapists to them.” explained Renaud Berthe, CMO at Heetch.

Tweet 1: “That moment when your Heetch acts like a therapist and has a better opinion than your buddies”
Tweet 2: “Heetch drivers >> my best therapy sessions”

So from March 28 to 31, 2024, psychologists and mental health ambassadors from the Foundation Falret will board Heetch ride-sharing cars and accompany young people so they can have a first contact with a professional during a ride.

“Today, the average duration of diagnostic wandering is about 10 years, and the later the care is provided, the longer the path to recovery will be. Destigmatizing, promoting early detection of young people, and guiding them is what we want to convey to young people,” noted Sandrine Broutin, CEO of the Foundation Falret.

“Since Covid and successive lockdowns, the mental health of young people has become a subject the media talks about, but it is difficult to provide concrete solutions to. With First Conversation, Heetch is implementing a real, useful service that, beyond the presence of psychologists, will be long-lasting with the training of drivers in active listening,” added Olivier Aumard, executive creative director at BETC.

Of course, these moments of exchange aboard a ride-sharing car will never replace consultations in a therapist’s office as part of therapy, but the goal is to raise awareness among young people about mental health issues and, above all, the necessity of speaking up when not feeling well.

Credits:
Brand: Heetch
Brand Managers: Renaud Berthe, Hector Gruyer, Benjamin Sousa

Creative Agency: BETC Paris
Agency Managers: Mathieu Laugier, Aude Devaux, Lara Lefort
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriter: Guillaume Denis
Art Director: Matthieu Hamon
Creative Resources Coordinator: Nathalie Sanseigne
Agency Producer: Sebastien Lintingre

Production Company: Sovage
Director: Julian Nodolwsky