Blog

  • The Ethics of Virality in Mental Health

    Virality is usually treated as a clean win: more reach, more visibility, more “impact.” In many industries that might be mostly true. But in mental health content, virality behaves less like a spotlight and more like a force multiplier—amplifying not only the message, but the misunderstandings, projections, and relational dynamics that gather around the message.

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  • The Attention Economy vs the Inner World

    “Capture attention.” “Hook them in three seconds.” “Stop the scroll.” These phrases are so normal in marketing that they’ve become invisible—like the air around the work. But in mental health and wellness spaces, they carry a quiet contradiction. Because healing, more often than not, involves restoring the very capacities that the attention economy erodes: patience,

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  • From “Content Ideas” to “Content Architecture”

    Most people approach social media with ideas: a topic they could cover, a thought they had this morning, a quote that resonated, a lesson they learned with a client (safely anonymised), a feeling they want to translate into language. This is normal—and in a way, it’s honest. Ideas are how the mind reports what it’s

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  • Reel Ideas for Mental Health Brands (That Educate, Engage, and Feel Safe)

    Short-form video doesn’t have to be noisy to be effective. For mental health and wellness brands, Reels work best when they are ethical, accessible, and paced for the nervous system. This guide gathers practical Reel ideas—complete with language you can use—that educate, normalise, and invite gentle action without making clinical claims. Whether you’re a therapist,

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  • Same Symptoms, Different Brains: What a New MRI Study Means for Depression Care

    For years, we’ve talked about depression as if it were one thing — with a standard checklist of symptoms and a trial-and-error path through treatment. A powerful new study challenges that idea in a big way. Using thousands of MRI scans from the UK Biobank, researchers found that people who share the same symptoms —

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  • Gaslighting vs. Compassionate Communication: The Impact of Our Words

    We now have a clearer understanding of how language does more than “express” experience—it can organise it. In everyday interaction, word choice shapes what counts as real, reasonable, and worth responding to. This matters for mental health because psychological safety is not built only through intentions; it is built through repeated micro-moves in conversation: what

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  • 10 Impactful Mental Health Campaigns Launched by Mental Health Organisations

    Mental Health Awareness campaigns that help destigmatise mental illness and normalise our general discourse surrounding mental health have gained momentum as more and more people have become aware of the importance of tackling the topic of mental health in a tactful, empathetic, and authentic manner, whilst promoting an approach based on kindness and transparency. Partly

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  • On Narcissism and Codependency

    Match made in hell In a relentless and often uncompromising pursuit of perfection and admiration through various methods of enhancing one’s self-image, the narcissist (person with Narcissistic Personality Disorder) inevitably feels drawn towards those who exhibit codependent traits: they maintain and boost the narcissist’s self-image, providing narcissistic supply, as well as enabling their toxic ways

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  • Lifting the veil on Depersonalisation/Derealisation Disorder

    Have you ever had a feeling that the world around you is unreal or unfamiliar, that living is like navigating the dream world, that there’s a veil between you and the rest of the world, or that you are an external observer of your own mental processes or body sensations? Perhaps you felt detached from

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