Telus has launched a health-focused website to help break down negative notions about video gaming and further foster well-being among those who take part in the pastime.

The telecommunications company says the GameRx website provides gamers with evidence-based recommendations to better deal with issues such as mental health and stress.

Rethink led strategy and creative and Rethink PR led media relations and influencers for the launch.

The campaign is informed by a Telus survey of 1,200 gamers conducted last month, which revealed that more than one-third of Canadians reported using gaming as a mechanism to positively cope with life’s challenges.

Rob Daintree, Telus’s director of marketing communications, tells strategy that gamers already understand the benefits of their hobby with 71% reporting that it is beneficial to their mental health.

“So that’s preaching to the choir,” he says. “On top of connecting with gamers, we hope non-gamers take notice and consider how they can use video games to enhance their well-being.”

The instructional resources suggest video-game titles that support wellness goals while offering proof points through research. For example, those dealing with stress might be led to try games that create a sense of accomplishment through achievable goals, or puzzle games that can serve as a healthy form of escapism.

“GameRx fills a much-needed gap in the general public’s understanding of video gaming and wellness,” Daintree says. He adds that Telus’s message about the positive benefits of technology serves a differentiator for the brand and that GameRx is a natural extension of that commitment.

To further amplify GameRx on social media, Telus has partnered with tech and gaming influencers Cara Funk and Matt Moniz who will roll out content relevant to the website’s launch across Twitch, Instagram and TikTok in the coming days.