ALTHEA THERAPY - CROSS CHANNEL STRATEGY
The Challenge We Took On
Althea Therapy needed more than a bigger following. It needed the right South and East Asian users and therapists to find each other.
Althea is a Canadian directory built to connect people with culturally responsive, racialized mental health professionals, and a directory only works if both sides show up. Engagement had spiked around Althea's beta announcement, then dropped off after launch, and the app's full features weren't consistently landing with the people who needed them. Starting from a few hundred followers, the brand needed a social presence built on real stories instead of clinical language, one that could speak to generational patterns families rarely say out loud without turning something as private as therapy into a sales pitch.
Over a three-month strategy, we built a full-funnel presence across LinkedIn for practitioners and Instagram for the people looking for them, backed by a weekly blog and newsletter; every channel built to funnel toward one action: downloading the app.
At the center was Begins With Me. Young racialized people rarely get permission to prioritize themselves, so we gave them a mic. Help Begins With Me. My Truth Begins With Me. Real community members naming their own ending instead of reciting a brand's. The newsletter followed the same instinct:
an opening letter tied to something timely, a monthly practitioner spotlight,
a cultural resource pulled from a community partner,
a journal prompt,
and the same call to action every time
On Instagram, that heavier content ran alongside lighter, shareable posts built around community stories and app features, a mix designed to keep both reach and depth working at once. That initial strategy grew into a full engagement. Symal designed Althea's comprehensive, cross-channel digital strategy and built it out into a custom campaign each quarter, translated into a monthly editorial calendar that planned daily social content, email marketing, and influencer outreach and management.
The Impact We Made
Althea works in mental health, so we weren't chasing clinical outcome numbers. The metric that mattered was whether the right people were finding each other. In the first three months, Althea's following grew from roughly 200 to 300 followers to more than 1,000, strong enough proof of concept that the work expanded from a single strategy into the full quarterly campaign structure. Althea has since built out new curriculum, and pieces of the original social and newsletter strategy carried through the campaigns we produced for them. That's what happens when a mental health brand sounds like the community it serves instead of a clinical pitch. The right people find it, and they stay.