Mental Health Opps: Crisis Text Line taps first CMO (Score 60)

Crisis Text Line (CTL) selected Mishka Pitter-Armand as its first CMO in February 2021. Pitter-Armand previously served as Girl Scouts's brand and product marketing VP and lead its brand revitalization. Keep an eye out for CTL's marketing strategy to shift and its spend to increase.

The company helps people manage eating disorders, election stress, the global pandemic, anxiety, emotional abuse and depression.

Pathmatics estimates the company has spent $126.4k on digital ads YTD. The overwhelming majority of these have been desktop display (85%) with mobile display (7%) and Twitter ads (8%) comprising the remainder (ads were placed mostly through Google AdX + AdSense; the only direct placements were Twitter). Top sites include: psychcentral.com, medicalnewstoday.com, healthline.com & greatist.com. This is a 643% increase in spend over the same period 2020 (Jan 1 - Mar 14) and should come as no surprise: the pandemic has increased the need for services like CTL provides. For full 2020, CTL spent $501k in this channel; there was a spike in spend at the outset of the pandemic's stay-at-home orders from April - July, but spend seems to be on the upswing.

Sellers - if you can offer space on healthcare and mental health endemic sites or that can reach demographics most likely to seek help, reach out now.

Agency & martech readers - This CMO hire could easily result in agency reviews; get in touch soon to see what work is available under Pitter-Armand's leadership.

Crisis Text Line
PO Box 1144
New York, NY 10159

Mishka Pitter-Armand
Chief Marketing Officer
Mishka@crisistextline.org