Bayer Crop Science Canada
Hay Are You Ok? Mental Health Portal
Overview
I led the design of hayareyouok.ca, a mental health portal created for Canada’s agriculture community to surface real stories from farmers and ag workers and provide accessible mental health support. The platform combines personal storytelling, a guided self-assessment, crisis resources, and a curated library of vetted mental health content to help normalize conversations around mental health in a traditionally underserved and isolated industry.
Problem
Farmers and agricultural workers across Canada experience high levels of isolation, uncertainty, and pressure to sustain multi-generational family farms, yet mental health challenges are often dealt with silently. Stigma, limited access to resources, and a lack of culturally relevant support make it difficult for individuals in the agriculture industry to seek help or even start conversations about mental health.
Goal
Create a trusted, approachable mental health platform that resonates with the agriculture community, reduces stigma, and encourages self-reflection—while providing clear pathways to appropriate mental health resources and support.
Challenges
Designing for a rural, traditional, and predominantly male audience where mental health stigma is deeply ingrained.
Balancing emotional storytelling with clinical credibility and mental health best practices.
Presenting sensitive content in a way that feels safe, respectful, and non-judgmental.
Translating rigorous research into an experience that feels human, relatable, and easy to engage with.
Ensuring users can quickly find relevant resources during moments of vulnerability or crisis.
Solution
An engaging intuitive and captivating web experience that brings attention to mental health issues in the Canadian agriculture industry
We designed a mental health portal grounded in real stories from farmers and agricultural workers, using an empathetic and authentic tone to reflect the realities of life in the industry. The experience pairs storytelling with a guided self-assessment, crisis support access, and a curated library of vetted mental health resources. Through a research-driven and creatively informed approach, the platform lowers barriers to engagement, helps users identify their needs, and supports meaningful conversations about mental health within the agriculture community. Over 2,800 farmers and ag workers across Canada engaged with the platform and used the self-assessment to find resources tailored to their situation.
