“When you’re struggling, even the little things feel
impossible,” says a new :15 connected TV spot. “Start mental healthcare with Rula and get a $50
Taskrabbit credit to help take one task off your plate.”
The ad -– running on Netflix, Peacock, YouTube TV, Vevo, Spotify, Disney and Amazon + programmatic -- promotes the
latest unusual tie-in for Rula, which five months ago offered free therapy sessions to Van Leeuwen ice cream customers.
“Your list is long enough,”
says a separate :15 spot running on TikTok, Meta platforms and YouTube. “Let Rula take something off it.”
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Dubbed
“T(ask) for Help,” Rula calls the Taskrabbit tie-in -- developed by its creative/media agency Mischief @ No Fixed Address agency -- an extension of its six-month-old “Turn Off the Talk Track” campaign, which focuses on the internal
dialogue that can prevent people from seeking mental healthcare. In this case, says Rula, that dialogue is: “I’ll start therapy once I get everything else done.”
In a
press release, the two partners cited federal research showing that nearly 50% of adults in need of mental support don’t have the time nor availability to seek care.
“We’re making it easier to hand off that one lingering task so you have the time and mental energy to take care of yourself,” stated Tamara Rosenthal, Taskrabbit’s senior
vice president. marketing.
“When every little task feels impossible, let Rula take one off your plate,” suggests the telehealth provider’s Taskrabbit sign-up page, which also highlights that the tie-in is timed to coincide with World
Mental Health Day (Oct. 10), when the offer ends. Getting the $50 Taskrabbit credit “gives you a little more room to focus on yourself,” Rula says.
The online
therapy service, which began life as Path Mental Health in 2019 before changing its name two years ago, runs on an insurance-covered model that it claims lowers the average price of a therapy session
to a $15 co-pay.
Household task hiring platform Taskrabbit, which began in 2008, was acquired by Ikea in 2017.