Why Who Gives a Crap replaced their EAP
Content
- The challenge
- The solution
- The rollout
- The results
- Why it worked
Company: Who Gives A Crap
Sector: Consumer Goods / B Corp
Employees: Globally distributed
Solutions: Therapy and Coaching, Nova (AI wellbeing coach), Shorts & Courses (science-backed content), Help (modern EAP)
Engagement: 52% uptake within six months
The challenge
As a globally distributed, values-driven company, Who Gives A Crap needed a mental health solution that could scale across time zones, languages, and diverse work patterns. Their previous EAP was outdated, lacking alignment with the company’s inclusive, human-centred wellbeing philosophy – and it didn’t resonate with employees’ everyday realities. Their goal was to support the whole mental health spectrum: from everyday stress to sustained high performance.
We weren’t just trying to prevent burnout. We wanted to help people genuinely flourish
The solution
Unmind replaced the old EAP with a modern, AI-powered platform designed to scale globally while feeling deeply human. It was the only provider aligned with Who Gives A Crap’s systemic view of wellbeing – connecting psychological safety, performance, and personal growth. Key features included:
- Proactive, comprehensive care – not just crisis response
- Global access to therapy and coaching, matched to individual needs
- Digital-first tools to build emotional literacy and psychological safety
- Content grounded in science, designed for everyday challenges
- A modern EAP – engaging, personalised and AI-powered
Catalina explained:
The content is spot on. Addressing boundaries, imposter syndrome, how to have hard conversations at work – it hits the mark and speaks to what people really need. That relevance is crazy important.
The rollout
Unmind was integrated deeply into the employee experience – not positioned as a “benefit,” but as a core part of the culture.
- Leadership role models drove launch momentum
- Town halls, Slack campaigns, and internal newsletters (“Crap News”) amplified awareness
- Embedded into onboarding and the definition of “what it means to work here
"We didn’t frame it as a benefit. We framed it as a core part of the culture", says Catalina
The results
Rapid adoption
- 43% of staff signed up within 3 months
- 52% uptake within six months
- Organic traction in Slack and team conversations
“The response was incredible – not just downloads, but seeing Unmind pop up in casual Slack conversations. That kind of organic traction is a strong signal of value.”
Short-form content, long-term impact
- Micro-learning ‘Shorts’ were an instant hit – quick, practical, accessible.
- Growing engagement with longer Courses, especially among managers handling mental health conversations
“People were talking about it without prompting – sharing morning prompts, recommending tools to each other. That’s when you know it’s sticky."
Therapy and coaching at scale
- Therapy uptake was “really good” uptake – normalising mental health support.
- Coaching engagement rose steadily, reaching 33% in one team.
“It’s reassuring that people are using these tools. It shows we were right to offer them.”
Why it worked
By replacing a passive EAP with an intelligent, people-first platform, the company created a culture of everyday care. Success came from:
- Trust – Clear communication about privacy and data boundaries
- Relevance – Content that directly addressed work-life realities
- Culture – A company-wide embrace of proactive mental health
We’re now at 52% uptake. That’s driven by three things: trust, relevance of the content, and our culture of wellbeing. Without Unmind’s relevance, we wouldn’t have had that kind of engagement.