Reframing Mental Health in Dating
Hinge × Headspace
The Problem
Dating anxiety surged during the pandemic, but dating apps rarely addressed mental health directly.
Insight
Helping users emotionally prepare for dating could increase trust, engagement, and long-term brand differentiation.
Strategy
Make mental health support a product feature — not a campaign talking point.
My Role
Led partnership strategy, product integration, press narrative, and global rollout.
Execution
Partnered with Headspace to create pre-date and inner-voice meditations
Embedded content directly into the Hinge experience
Launched alongside World Mental Health Day with global PR
Impact
73 total press placements across major markets
9.2M impressions across owned and partner channels
High meditation completion rates and strong average watch times
