Asanda Madi

What does your company do?

Journal Cue produces mental health tools to allow more accessibility to healthcare. The first place to seek out help with mental health matters is with a counsellor or psychologist, however this may not be economically possible for many. And for those to whom it is economically possible, they might still find themselves doubtful of the process and reluctant to let a stranger into their private life in such an intimate manner. Journal Cue thus provides a solution to the common problems faced when seeking out mental healthcare. At Journal Cue, we are determined to not only provide affordable tools that individuals can use but also to allow individuals to develop self-awareness at their own pace in the comfort of their own homes. Journal Cue was founded by Asanda Madi, Clinical Psychologist, as an extension of her clinical practice and social media presence in 2020 during Covid. Throughout the past three years, the business has been building up to the point of launch and rebranding in June 2023. With a new face and on the pulse products, a community of people seeking to manage and improve their mental health has been created.

What is your biggest success?

Nedbank YouthX Award under Social Good and Sustainability in 2021. The business won an award as an idea which inspired great confidence to continue building and establishing our products and our business model through the mentorship programme provided by Nedbank in 2022. Board of Healthcare Funders (BHF) Titanium Award for Rising Star in Healthcare 2022. This award is given for innovative ideas to create access to healthcare which is a necessity in South Africa. As a recipient of the award, I got the chance to travel to the BHF conference to interact with various stakeholders in the health sector such as medical aids. Building the Asanda Madi Instagram page to 9500 followers and Journal Cue’s pages, Facebook +500 community members and +1500 community members on Instagram. We have created a community of reflective and introspective individuals who are supporting of each other.

What has been your biggest hurdle?

Marketing has been our biggest hurdle. I believe that a product can only be as effective as its ability to reach those it’s intended for. In a country like SA, there are 230 attempted suicides daily, 1 in 3 South Africans diagnosed with a mental illness in their lifetime, and over 75% of those in need of mental health support are unable to access help (cited from South African Depression and Anxiety Group). These stats illustrate stigma and inaction which impacts the amount of insight and engagement with a business that is centred around mental health, in a country where topics like therapy and psychology are only beginning to receive traction, particularly in the black and brown community. Thus, resulting in us needing to put in a lot of work and resources into marketing because we need to provide a lot of education before providing solutions.