In dating, there are many topics considered red flags: your ex, your traumas, your family baggage, your addictions. But with the right therapist, no subject is off limits. The ”Find the one” campaign sets out to reframe therapy as the most honest relationship you’ll ever have.
Created by Stockholm-based agency Save Our Souls, the campaign borrows the familiar tone of dating culture to make a serious point about mental health: finding someone you can open up to shouldn’t depend on luck, but on compatibility.
Half of UK adults believe mental health conditions are still surrounded by significant shame, and nearly nine in ten people with such challenges say stigma and discrimination make their lives harder. This persistent stigma stops many from reaching out for therapy, even when they need it.
To break the barrier, Meela matches on the therapist’s openness to sensitive topics, helping clients speak about what shame often silences. In this way, Meela ensures that people are matched with therapists they can genuinely feel safe with. The campaign addresses topics people rarely talk about openly – from jealousy issues and cheating history to complicated relationships with family. As one poster puts it: “Find someone who doesn’t see your cheating history as a red flag.”
“Within dating, we’re trained to hide the messy parts of ourselves,” says Amalie Angelskår, CCO at Meela. “In therapy, that’s exactly what you’re meant to bring. This campaign celebrates the freedom to be completely honest without fear of rejection. No one should feel ashamed of opening up – whether that’s about addiction, porn or abortion.”
Clara Uddman, Creative Director at Save Our Souls, adds: “We took the lingo of dating and flipped it – from what you’d never say on a date, to what you should absolutely say to your therapist. It’s playful, but with a real message: the right match in therapy changes everything.”
The campaign launches across London OOH and digital channels, bringing humor and humanity to a subject often weighed down by stigma.
