Portfolio piece · Landing page copy · Mental health awareness campaign · Polytechnic Institute of Leiria
Copywriter: Karina Souza
Section 1 — Hero
Goal: Stop the scroll. Make the reader feel seen before they read anything else.
Wellness Workshop · May 14th · University Campus

Let's talk about
what we usually don't.

Mental health affects everyone. Most of us just never learned how to talk about it. This is a space to start.

Save your spot → What happens at the event?
Free Open to all students
2:00 PM May 14th, University Campus
4 speakers Psychologists & peer voices
Section 2 — The problem
Goal: Name what the reader already feels but hasn't said out loud.

Silence isn't the same as being fine.

We're taught to keep going. Push through. Handle it. So we do — until we can't. And by then, asking for help feels harder than it should.

This event isn't therapy. It's a conversation. The kind most of us never had the space to have.

You're not the only one struggling. 1 in 4 university students reports significant mental health difficulties. Most never speak to anyone about it.

Talking is not weakness. Research consistently shows that naming what you're going through — out loud, to another person — reduces its weight.

You don't need to be in crisis to come. This event is for anyone curious, tired, overwhelmed, or just wanting to understand themselves better.

Section 3 — What happens
Goal: Make the event feel concrete and low-stakes. Remove the fear of showing up.

A safe space to understand,
share, and connect.

Three sessions. Real speakers. No scripts about what you should feel. Just honest conversations about what it's actually like to be a student right now.

2:00 PM — Session 1
What's actually going on in your head
A psychologist breaks down stress, anxiety, and burnout — in plain language, without clinical distance.
3:00 PM — Session 2
Stories from students who've been there
Peer voices share what they went through, what helped, and what they wish someone had told them earlier.
4:00 PM — Session 3
Open conversation
No panel, no stage. Just a room of people talking honestly. You can listen, or you can speak. Both are welcome.
📍
University Campus, Leiria — Room to be confirmed on registration
🕑
May 14th, 2:00–5:00 PM
Free entry. No prior registration required, but spots are limited.
Save your spot →
Section 4 — Reassurance
Goal: Remove the last objections. Speak to the reader who is still on the fence.

You don't have to share
anything you're not ready for.

You can just listen.

There's no pressure to speak, share, or participate in any specific way. Showing up is already enough.

It's not a therapy session.

This is a conversation, not a clinical environment. The speakers are here to open dialogue, not diagnose or advise.

You won't be the only one who's nervous.

Most people who come to events like this show up with the same hesitation. It tends to disappear in the first ten minutes.

What's said in the room stays there.

No recordings, no social media, no reports. The space is private by design.

Section 5 — Final CTA
Goal: One clear action. No pressure, no urgency tricks. Just an honest invitation.

You don't have to
go through it alone.

The conversation is already happening. Come be part of it — on your own terms, at your own pace.

Save your spot →
Free entry · May 14th · 2:00 PM · University Campus

Copy decisions — annotated

What was written, why it was written that way, and what it's designed to do.

Headline: "Let's talk about what we usually don't"

The original campaign used clinical language that created distance. This headline uses the second person plural — "we" — to put the reader and the brand on the same side. It names the avoidance without shaming it.

Subheadline: earned simplicity

"Most of us just never learned how to talk about it" removes blame and replaces it with a shared condition. It gives the reader permission to show up without having done anything wrong first.

Problem section: specificity over statistics

The "1 in 4" stat is used once, in context, to reduce isolation — not to alarm. The rest of the section works through plain statements that name common internal objections before the reader voices them.

CTA: "Save your spot" not "Register now"

"Register now" creates friction — it sounds bureaucratic. "Save your spot" is softer and implies scarcity without manufacturing it. It also implies the reader has already decided, which reduces the psychological distance to clicking.

Reassurance section: objection handling

The four reassurance blocks directly address the reasons a student would talk themselves out of attending: fear of speaking, fear of therapy, fear of being alone in the discomfort, and fear of exposure. Each block neutralises one objection.

Tone: human, not clinical

Every section was written to sound like a person, not an institution. Short sentences. Active voice. No medical terminology. The goal was to make the reader feel like someone who understands them wrote this — not a university communications department.