Substance Abuse Recovery App
PROJECT: Name the premier substance abuse recovery app that helps users maintain their sobriety.
CASSAVA: A staple food in the tropics. Any of several plants of the genus Manihot having fleshy roots yielding a nutritious starch and the source of tapioca.
BRAND POSITIONING: Elements Behavioral Health, a national network of substance abuse and mental health treatment centers and programs, hired us to name the next generation of their iPromises recovery app. The new iPhone / iPad app is offered free of charge on the new Addiction.com portal for addiction, recovery and mental health that Elements created. The app is designed to provide users with a variety of simple tools they can use every day, such as easily locate nearby meetings, monitor moods and activities, and track daily progress, to help them build a strong foundation in — and stay on track with — their recovery.
During our brand development workshop with the client, we identified three key brand positions that formed the conceptual framework for the name development phase. Throughout the review process a cluster of names emerged that evoked recovery, sustainability and nurturing, but Cassava quickly rose to the top as the perfect metaphor for this innovative recovery app. Cassava is a nutritious staple food of the tropics, and the name evokes fresh ocean breezes, rejuvenation, health and well being. Cassava is a sweet and very sticky (memorable) name that is as fun to say as it is easy to use. David Sack, MD, CEO of Elements Behavioral Health, says of Cassava:
“Those in recovery from addiction know how tough it can be to stay on top of the disease — to remain aware of how they’re feeling throughout the day and to find support when needed. We developed the Cassava app so that the millions of people working through these challenges don’t have to reach further than their cell phone or tablet to give their recovery a boost.”
This app keeps users connected to the nurturing roots of recovery one day at a time. Cassava is a spirited, lively and action-oriented name that has the potential of becoming part of the parlance of recovery: Did you Cassava your gratitude list? Let’s Cassava a meeting together. Did you Cassava your sponsor today?
The Cassava App: Get grounded in recovery.
“We’re on our eighth [ten now completed] project with them. It’s a very good process. It’s very effective. It’s fun and very collaborative. What stands out to me is the consistency in their work, their professionalism and how they deliver their work.”
—Chief Internet and Media Officer, Elements Behavioral Health
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