A Hartbeat film, “Group Therapy” is an intimate exploration of mental health through the frame of a group therapy session with some of today’s funniest comedians. Made in collaboration with WPP and AXA and airing on Amazon Prime, the film opens new doorways into a critical and necessary conversation about the state of mental health in our culture today. In their group dialogue, personal confessionals, and stand-up clips, six leading comedians bravely reveal the connection between their professional and mental health journeys. The campaign film has no overt branding yet still connects with its intended audience through thoughtful storytelling.
The inspiration for the film stemmed from AXA’s Mind Health report, which revealed alarming statistics about global mental health struggles. The idea was to use comedy – a medium known for its vulnerability – to show how sharing personal challenges can foster healing and connection. They partnered with Hartbeat and WPP to bring the project to life. Hartbeat developed Group Therapy alongside both teams, bringing in talent and leading production, festival strategy, and distribution.
The film achieved 2.4 billion global media impressions and brought 2,000 new users per day to the AXA platform.
