The campaign “The answer lies within the story” positions Shezlong as a practical and accessible solution for mental health challenges by emphasizing the therapeutic power of speaking out and seeking professional help. Rooted in the brand’s proposition as the first and largest Arab online psychotherapy platform, the campaign conveys that acknowledging mental health issues and communicating them with an expert can lead to emotional release and effective problem-solving. It challenges the stigma around mental illness by normalizing the experience of “not being okay” and encouraging proactive engagement with specialists, framing therapy as a necessary step toward well-being rather than a sign of weakness.
Strategically, the campaign draws on culturally relevant insights about the reluctance to openly discuss mental health in Egypt and the broader MENA region. The creative approach combines documentary-style storytelling with social experimentation to build relatability and trust, using authentic scenarios where viewers recognize their own struggles reflected. The phased content structure—starting with problem-centric videos, followed by interactive posts inviting public dialogue and live expert Q&A sessions—leverages engagement to break down barriers to conversation and enhance accessibility. By creating a safe online space for dialogue, the campaign not only raises awareness but also drives active participation, positioning Shezlong as both a digital health solution and a community resource. Ultimately, the market strategy hinges on transforming mental health from a taboo topic into an approachable, manageable issue through empathetic storytelling and direct interaction with professionals.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign centers its creative approach on surfacing relatable mental health struggles and then presenting Shezlong’s online psychotherapy platform as the answer. The description and campaign structure make it clear: videos start by highlighting a problem people can relate to, followed by engagement and revealing the solution through expert support, directly aligning with the “show the problem, then the solution” structure. No heavy reliance on symbolism, storytelling arcs, or celebrity presence is suggested; instead, the problem/solution format prevails, making FORMAT#2 the best fit.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Altibbi – Positioned as the leading Arabic digital health platform offering comprehensive telemedicine services, including mental health consultations. Altibbi differentiates itself by combining a wide medical network with user-friendly digital tools, targeting broader healthcare needs beyond psychotherapy, thus appealing to the general health-conscious population in the MENA region.
2. Vezeeta – Mainly known for its appointment booking platform, Vezeeta extends into telehealth by providing access to licensed therapists and psychologists online. It leverages its strong brand recognition and extensive healthcare provider database to offer convenient and trusted mental health service connections, emphasizing accessibility and ease of use.
3. O7 Therapy – Focused exclusively on online psychotherapy, O7 Therapy emphasizes personalized care with licensed therapists offering culturally sensitive therapy sessions tailored to Middle Eastern clients. Their strategic angle is confidentiality and expert-led digital mental health support, positioning themselves as a niche alternative championing emotional well-being.
4. Shezlong – As the pioneer and largest Arab online psychotherapy platform globally, Shezlong’s positioning centers on breaking mental health stigma through culturally relevant content and easy access to professional support. Their platform emphasizes anonymity, affordability, and therapist diversity, aiming to normalize therapy in Arab societies and increase mental health literacy.
5. UTURN Health – A newer player blending digital health services with mental wellness programs, UTURN targets younger, tech-savvy demographics by integrating therapy with lifestyle coaching and wellness content. Their strategy revolves around holistic wellness and preventive mental health care, differentiating through interactive and engaging digital experiences.
Q: What is The answer lies within the story. about?
A: The answer lies within the story. is a 2023 campaign created by TAC Universe for Shezlong, the first and largest Arab online psychotherapy platform, targeting the Egyptian market. The campaign leverages design and digital media to address mental health awareness, focusing on the power of speaking openly about personal struggles with qualified professionals. Through a phased approach, it uses relatable video content and interactive posts to foster engagement, normalize mental health conversations, and position Shezlong as an accessible, confidential resource for those seeking support.
Q: What creative device does The answer lies within the story. use?
A: The answer lies within the story. employs FORMAT#2 SHOW THE PROBLEM, as classified by Clapboard's 12-format taxonomy. This creative device highlights relatable mental health challenges through documentary-style videos, then presents Shezlong’s online psychotherapy platform as the practical solution. The campaign avoids heavy symbolism or celebrity endorsement, instead focusing on authentic scenarios and direct problem-solution storytelling to drive audience recognition and engagement.
Q: What is the campaign proposition for The answer lies within the story.?
A: The campaign proposition for The answer lies within the story. centers on positioning Shezlong as a practical, accessible solution for mental health challenges in the Arab world. By encouraging individuals to acknowledge their struggles and seek expert help, the campaign aims to break the stigma around mental illness and normalize therapy as a necessary step toward well-being. This message is tailored to a market where discussing mental health remains sensitive, making Shezlong’s confidential, culturally relevant platform especially resonant and timely.
Q: How does The answer lies within the story. rank in Clapboard's archive?
A: The answer lies within the story. holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Shezlong's category?
A: In the Arab digital mental health space, Shezlong competes with Altibbi, which offers a broad telemedicine platform including mental health consultations; Vezeeta, known for its healthcare appointment booking and telehealth access to therapists; O7 Therapy, which focuses exclusively on culturally sensitive online psychotherapy; and UTURN Health, which targets younger audiences with a blend of digital health services and wellness content. Each brand brings a distinct approach to digital mental wellness, shaping a dynamic and rapidly evolving category.
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