Denisse Rosenthal x Mindy

The story

For the launch of Flor de Lis, Denise Rosenthal wanted her song to do more than play: she wanted every listen to turn into real help for someone going through a hard time. Together we created a campaign in which, for every 2,000 streams on Spotify, Mindy donated 4 psychotherapy sessions to a person who needed them.

The artist's brief was clear: talk about mental health without trivialising it, and show that asking for help is an act of courage. We built an immersive landing page at mindy.cl/flordelis with the music video as a backdrop, synced lyrics and a live counter connected to the song's real streams, showing how many listens were left to unlock the next sessions.

Behind the experience we designed a careful application system: a form open for the whole campaign, one application per person verified by national ID, e-mail, phone and connection, and its own legal terms. Every case was reviewed by a psychologist together with the Mindy team, who chose who would receive the benefit based on need, and those not selected received a discount to start their process anyway.

In two weeks the landing received more than 40,000 visits from 35,000 people, almost all of them on mobile, and 179 people applied by telling their story. Ten of them have already been selected to begin their therapy with Mindy psychologists.