National Alliance of Mental Illness Free App

Patient Group Uses App As Reward For Action – National Alliance of Mental Illness

The US patient group, National Alliance of Mental Illness, launched a free app to attract and reward people for support for their ongoing campaign against mental health stigma.

The patient group used the offer of the app to:

  • Encourage people visit their campaign website
  • Complete a simple, quick, self-assessment quiz on stigma
  • Commit to a promise to `cure stigma’
  • Highlight actions the individual can take to combat stigma and support the patient group.
Attracting visitors through an app reward

We have written a lot in these blogs about ways patient groups publicise apps through their sites. So it’s good to look at this the other way round – where groups use apps as a reward for people visiting their sites.

The US patient group, the National Alliance of Mental Illness (NAMI) worked with developers Mango Concept on a simple, but highly attractive app idea. We’re all well used to using emojis in messages, but few emojis are good at expressing more sophisticated or uncomfortable feelings associated with a range of mental health issues.

The app created by the patient group, Sentimoji, offers a `sticker set’ of specialised emojis to help break down isolation and stigma in mental health, for example emojis that express:

  • distress, such as feeling alone, overwhelmed, depressed, or having a really bad time
  • commitment to help and support, such as talking, listening, caring and loving.

Gaining commitment to action

Once you complete the stigma self-assessment quiz to download the app, the site presents you with a set of possible actions to support the patient group, for example:

  • take part in walks for the charity
  • fundraise and donate
  • share patient stories and experiences.
Building a social media promise

Also, users are encouraged to sign-up to the promise at the heart of the anti-stigma campaign, and publicise their commitment via Facebook and Twitter:

“I promise to continue to be an ally to people with mental health conditions. Together we can #CureStigma” – Cure Stigma Promise, US National Alliance of Mental Illness (NAMI)

Joining it all together

It takes a lot of co-ordination for a patient group to join-up all the elements of a digital and social media strategy.

For example, as well as creating the app, NAMI has set up a dedicated:

  • CureStigma campaign website as a channel to publicise and download the app
  • Twitter account which houses their anti-stigma campaign materials, including a powerful video.

The campaign is also promoted across the main NAMI site, and its Facebook and Instagram channels.


Find out more about the patient group’s app at…

Click here


Take the self-assessment stigma quiz and download the app…

Click here

See the patient group’s dedicated Twitter channel…

Click here


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