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Category
Experiential / Immersive / Events
Annual ID
OS25_HW039M
Background
In France, popular culture, particularly through medias like rap, notably Booba and MHD, plays a significant role in shaping perceptions of mental health, often reinforcing taboos, especially among young people in the French suburbs.
Booba, an iconic figure in French rap, often integrates themes of violence and despair into his songs. For example, in "Turfu," he declares, "The streets raised me, it was tough. I'm not an animal, but I have hatred deep in my heart." These lyrics normalize violence and anger as responses to life's difficulties, rather than promoting healthier coping mechanisms.
Similarly, MHD's music, such as "La Puissance," sometimes portrays drug use as a coping mechanism. For instance, the lyrics "J'suis dans l'binks, j'fume ma peuf, j'pense à tous mes potos" suggest that smoking drugs is a common way to deal with challenges, perpetuating the idea that substance abuse solves mental health issues.
Television series, though starting to address mental health themes, can also contribute to stigma. In "Skam France," the character Lucas, suffering from depression, is sometimes depicted simplistically, reinforcing prejudices that those with mental disorders are unpredictable or dangerous.
Moreover, the lack of positive representation of individuals with mental health issues in popular media can reinforce the notion that such problems are rare or shameful, leading young people to hide their struggles.
Thus, popular culture amplifies taboos surrounding mental health among French youth. To break these taboos, media and artists must offer nuanced representations of mental health and encourage open dialogue and access to support resources.
Booba, an iconic figure in French rap, often integrates themes of violence and despair into his songs. For example, in "Turfu," he declares, "The streets raised me, it was tough. I'm not an animal, but I have hatred deep in my heart." These lyrics normalize violence and anger as responses to life's difficulties, rather than promoting healthier coping mechanisms.
Similarly, MHD's music, such as "La Puissance," sometimes portrays drug use as a coping mechanism. For instance, the lyrics "J'suis dans l'binks, j'fume ma peuf, j'pense à tous mes potos" suggest that smoking drugs is a common way to deal with challenges, perpetuating the idea that substance abuse solves mental health issues.
Television series, though starting to address mental health themes, can also contribute to stigma. In "Skam France," the character Lucas, suffering from depression, is sometimes depicted simplistically, reinforcing prejudices that those with mental disorders are unpredictable or dangerous.
Moreover, the lack of positive representation of individuals with mental health issues in popular media can reinforce the notion that such problems are rare or shameful, leading young people to hide their struggles.
Thus, popular culture amplifies taboos surrounding mental health among French youth. To break these taboos, media and artists must offer nuanced representations of mental health and encourage open dialogue and access to support resources.
Creative Idea
Heetch partnered with the Fondation Falret – committed to the mental health of French people since 1841 – to launch "First Conversation": a concrete initiative to raise awareness among young people about mental health issues, promote the liberation of speech, and work towards reducing the duration of diagnostic wandering, which currently stands at around 10 years.
For a week, psychologists, and mental health ambassadors from the Fondation Falret took the wheel of Heetch cars and accompanied young people so they could have a first contact with a professional during a ride.
Heetch drivers also had the opportunity to undergo training in active listening offered by the Fondation Falret to learn the basics of mental health first aid in case they encounter a situation requiring it during one of their rides in the future.
For a week, psychologists, and mental health ambassadors from the Fondation Falret took the wheel of Heetch cars and accompanied young people so they could have a first contact with a professional during a ride.
Heetch drivers also had the opportunity to undergo training in active listening offered by the Fondation Falret to learn the basics of mental health first aid in case they encounter a situation requiring it during one of their rides in the future.
Insights & Strategy
Heetch and the Fondation Falret decided to focus on young people in this initiative for two reasons: firstly, because young people are most affected by mental health issues, particularly since the COVID-19 pandemic; and secondly, because they constitute the core demographic of the Heetch app (75% of its users are under 30 years old), and the brand maintains a close relationship with them on social media. Many of them are accustomed to posting jokes on social media, saying that Heetch drivers are like therapists to them, and they often share their lives or confide their problems with them.
Utilizing the Heetch service as a platform to raise awareness about mental health issues was therefore the perfect opportunity to address the primary stakeholders: young people.
Utilizing the Heetch service as a platform to raise awareness about mental health issues was therefore the perfect opportunity to address the primary stakeholders: young people.
Execution
Heetch partnered with a mental health organization to create this project, naturally turning to the Fondation Falret, deeply rooted in the 93 area of the Paris suburbs, and committed to French mental health since 1841.
Together, they implemented the project in two stages: assembling a team of specialists to drive the cars and meet young users and producing educational content to raise awareness about mental health issues among them.
In the two weeks leading up to the launch, educational content was shared on both brands' social media and by relevant media/influencers, aiming to explain the significance of the initiative.
On launch day, the "First Conversation" offer was visible in the Heetch app, allowing users to book a car with a psychologist. After their ride, users received a notification from the Heetch app directing them to partner organizations for further assistance.
Together, they implemented the project in two stages: assembling a team of specialists to drive the cars and meet young users and producing educational content to raise awareness about mental health issues among them.
In the two weeks leading up to the launch, educational content was shared on both brands' social media and by relevant media/influencers, aiming to explain the significance of the initiative.
On launch day, the "First Conversation" offer was visible in the Heetch app, allowing users to book a car with a psychologist. After their ride, users received a notification from the Heetch app directing them to partner organizations for further assistance.
Results
In a week, +1000 orders for "First Conversation" rides were placed through the Heetch app, +7% subscribers on the app and the Fondation Falret website saw a 120% increase in visits during the 2 weeks following the project's announcement.
2025 Awards
Total Points: 3
Merit
Credits
Agency
BETC / Paris
Client / Brand
Fondation Falret / Paris
Production Company
Sovage / Paris
Music / Sound Production Company
Audio Network France / Paris
Art Director
Matthieu Hamon
Charles Dessaux
Chief Creative Officer
Stephane Xiberras
Copywriter
Sebastien Duhaud
Guillaume Denis
Director
Julian Nodolwsky
Executive Creative Director
Olivier Aumard
Strategist
Armonie Sanders
Bilel Mahjoub
Strategy Director
Etienne Averseng
Executive Producer
Franck Annese
Agency Management
Mathieu Laugier
Aude Devaux
Lara Lefort
Brand Management
Renaud Berthe
Benjamin Sousa
Hector Gruyer
Case study team
Florian Padilla
Creative Producer
Sebastien Lintingre
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