Awakening Minds
A culturally-sensitive mental health service website breaking stigma in the Punjabi community
The Challenge
Awakening Minds needed a website that could reach Punjabi communities struggling in silence with mental health issues. The challenge was creating a platform that felt safe, culturally appropriate, and accessible while breaking down stigma around mental health conversations.
Their previous online presence was minimal and didn't communicate the warmth and cultural understanding that made their services unique. They needed to attract both those seeking help and potential donors to support their community programs.
The Solution
I designed a warm, accessible website with a calming dark color palette that feels safe and professional. The split-hero layout immediately communicates their mission while the imagery shows community and connection rather than isolation.
Strategic copywriting emphasized breaking barriers and reducing stigma using culturally-aware language. The site features clear pathways for three audiences: those seeking support, those wanting to help someone else, and donors. Multiple CTAs make it easy to take action whether someone is ready to reach out or just starting to learn.
The Results
65% increase in support enquiries within first 3 months
40% more donor conversions through improved messaging
Culturally-appropriate design that resonates with target community
Clear user journeys for multiple audience types
Mobile-optimized for accessibility on any device
Compelling storytelling that reduces stigma
Tools & Approach
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