Inspired by stand-up comedians known for opening their hearts and sharing their personal struggles, VML’s “Group Therapy” in collaboration with AXA, HARTBEAT and GroupM is a groundbreaking film airing on Amazon Prime that features six leading comedians discussing mental health issues hosted by actor Neil Patrick Harris. The campaign film not only highlights the benefits of opening up one's personal struggles, but creates a unique and relatable experience for the audience that sparks conversations without feeling like an advertisement.
Group Therapy
A groundbreaking documentary that uses comedy to highlight mind health struggles and the healing power of sharing
Client
- AXA
Office
- France
What happens when six star comedians bare their souls in front of a live audience? "Group Therapy" shows that sharing truly is therapeutic.
Sharing is therapeutic, and as an insurer, we wanted to get that message across in a distinctive way that stands out and grabs people’s attention. With Group Therapy, I think we achieved that.
Virginie Berçot
Global Brand Director, AXA
Mental health conditions affect nearly one-third of the global population, with younger generations being particularly impacted. AXA Group, a worldwide leader in insurance and asset management, wanted to create a distinctive campaign to encourage conversations about mental health and promote their initiatives, while breaking away from traditional approaches to awareness campaigns.
The inspiration stemmed from AXA’s Mind Health report, which revealed alarming statistics about global mental health struggles. The idea was to use comedy—a medium known for its vulnerability—to show how sharing personal challenges can foster healing and connection.
AXA partnered with Hartbeat, WPP, and director Neil Berkeley to produce "Group Therapy" – a feature-length “docu-therapy” starring Neil Patrick Harris and six leading comedians. The film combines humor and emotional depth, showcasing how sharing mental health struggles can be therapeutic. The project doubles as a PSA and mental health initiative, leveraging comedy to spark conversations worldwide.
"Group Therapy" has generated over 2.4 billion impressions globally, sparking conversations and media coverage and bringing more than 2,000 new users per day to the AXA Mind Health Self-Check online platform. The film has been selected for numerous film festivals, demonstrating its cultural impact, and improved brand health by establishing AXA as a major player in the mind health field. The film's success reveals a change in consumer behavior, encouraging more people to share their mental health struggles.
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Awards
2025 Cannes Lions
Film
Gold Lion
2025 Cannes Lions
Health & Wellness
Gold Lion
2025 Cannes Lions
Entertainment
Bronze Lion
2025 D&AD Awards
Entertainment
Wood Pencil
2025 D&AD Awards
Casting
Wood Pencil
The One Show
2025
Bronze Pencil and 3 Merits
The Clios Awards
2025
Silver & 3 Bronze
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