Partner-up

: peer-mentoring mHealth app

Abstract

Partner-Up is a project that aims to offer young struggling teens free counselling through a peer-mentorship mHealth app. The app has two users: the mentees, young teens with some mental issues or distress, and mentors, Psychology Undergrad finalists and students from the master's Degree in the Psychology of Well-being and Health Promotion at FCH – Universidade Católica Portuguesa.
Partner-Up offers an in-built chat and phone/video call experience, a self-reflection feature where mentees reflect on their emotions, and a community forum that allows mentees and mentors to share thoughts, accomplishments or simply funny stories and interact via comments and likes. The app grants a personalised experience, as it matches the mentee with a mentor of their gender preference that can relate to and understand their issue. The app contributes to a mutual benefit between mentees and mentors, as mentees gain an approachable mentor to guide them through their mental health journey. Mentors can participate in a volunteer experience, enrich their curriculums and practice their training. The project includes the development of a prototype for Partner-Up, and a communication campaign to introduce the app to the market. These are backed up by market research, a straightforward business plan to determine the idea's viability, and a marketing strategy. The marketing and communication plan combines print, digital advertising, sponsorship and collaboration. During the first three months of the app's introduction, the print will be used for awareness and recruitment in schools, targeting mentees, and at Universidade Católica Portuguesa, targeting mentors. The digital strategy is based on the brand's Instagram profile, with engaging and fun posts and partnerships with three influencers working as brand ambassadors. Sponsorship of a mental health festival and a collaboration with mental health awareness clothing brand.

Date of Award	6 Mar 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)