Porn addiction stopped as a message – not as a problem
PRESS RELEASE: 17th of December 2025
In recent days, therapist-matching platform Meela launched an outdoor campaign in London highlighting topics that many people find difficult to talk about, with the aim of communicating that they offer therapists for whom no subject is taboo. When Meela submitted the campaign, one creative never made it onto the streets. “Find someone who takes notes when learning about your porn addiction” was declined – something Meela’s CCO, Amalie Angelskår, finds remarkable.
“It’s strange that people who suffer from porn addiction are not allowed to be reached by messages that could help them overcome their addiction. It really confirms our thinking that there are still many stigmas and taboos around mental health and what is okay, and not okay to talk about.”
In a bold new outdoor campaign across London, Meela reframes therapy as a relationship where no topic should be off limits, especially the ones we are culturally conditioned to avoid. The campaign “Find the one” celebrates the kind of conversations you would never have on a date, but should be able to have with the right therapist.
In dating, certain topics are widely understood as red flags: your ex, your trauma, your family baggage, your addictions. We curate what we reveal. But with the right therapist, no subject should be off limits. “Find the one” set out to reframe therapy as the most honest relationship you will ever have.
The campaign borrows the familiar tone of dating culture to make a serious cultural point: opening up should not depend on luck or availability, but on compatibility.
Despite growing awareness around mental health, shame remains deeply embedded. Half of UK adults say there is still a great deal of shame associated with mental health conditions, and nearly nine out of ten people with mental health problems report that stigma and discrimination negatively affect their lives.
That stigma intensifies when conversations touch on sex, porn, desire, addiction or complicated family dynamics. These topics are widely present in popular culture, yet rarely discussed with honesty and vulnerability. Meela’s data shows 25% of therapists in their 800+ UK therapist network do not feel comfortable talking about porn.
To break this barrier, Meela matches people with the right therapist based on culture, interpersonal fit, age, sex, personality and personal preferences. Instead of matching primarily on availability, Meela matches on the whole human. One of the key factors in the matching process is openness: a therapist’s comfort and experience with topics a client may feel ashamed to talk about, including porn, sex, abortion, trauma or addiction.
“Within dating, we’re trained to hide the messy parts of ourselves,” says Amalie Angelskår, CCO at Meela. “In therapy, that’s exactly what you’re meant to bring. This campaign celebrates the freedom to be completely honest without fear of rejection. No one should feel ashamed of opening up, whether that’s about addiction, porn or abortion. And not every therapist feels open to every topic, which is also OK. That’s why finding the one, the right match, matters for both parties.”
Meela is built around the idea that both sides need to feel safe from the very first session. By matching people with therapists who are genuinely open and comfortable with their experiences, we reduce the risk of those early mismatches where you feel judged, misunderstood, or like you can’t tell the whole story. And even though 9 out of 10 find the right therapist on the first try, if it doesn’t feel right, Meela rematches you and covers the cost of the next session with a new therapist.
The result is a stronger therapeutic fit from the start, reduced stigma, and a higher likelihood that people stay in therapy long enough to get the support they actually need.
“We took the lingo of dating and flipped it,” says Clara Uddman, Creative Director at Save Our Souls. “From what you’d never say on a date, to what you should absolutely say to your therapist. It’s playful, but the message is very real: the right match in therapy changes everything.”
The campaign launches across London out-of-home and digital channels, bringing humour and humanity to a subject still shaped by silence and shame.
Credits
CEO, Meela: Tiffany Boswell
CCO, Meela: Amalie Angelskår
Agency: Save Our Souls
Strategist: Axel Tesch
Creative Directors: Clara Uddman, Olle Langseth
Design Director: Jesper Hellzén
Designer: Joakim Aronsson
Press photo by Fredrik Bengtsson. Amalie Angelskår (left) Tiffany Boswell (right).
About Meela
Meela is a mental health platform helping people find the right therapist based on individual needs, personality and cultural fit, using evidence-based methods. Founded in Scandinavia, Meela operates across Europe and has helped thousands of people begin their therapeutic journey with the right match.
Press: amalie@meelahealth.com
