A new messaging app launches today, with a twist: it only lets you send anonymous affirmations.
Morale is on a mission to reverse the impacts of social media, encouraging users to harness the power of their friendships by sending and receiving anonymous messages of support throughout the day.
Two thirds (78%) of the UK population is active on social media, with the average user spending 108 minutes on it daily. Several studies have found that regular use of social media apps has an overall negative effect on an individuals’ wellbeing, but Morale plans to make sure it does the opposite – acting as the antidote to social media.
Research shows giving and receiving compliments produces positive effects for both sides, with people who give social support 10x more likely to be happier and productive than those who don’t. Morale encourages you to take advantage of this mood-boosting process by sending five anonymous messages of positivity to friends throughout the day.
The Morale community is invite-only and curated, so users build their own genuine network of support and empowerment. This also reduces the likelihood of dealing with strangers or trolls, and users can report and block any unwanted or unsupportive messages. Users receive unique referral codes to share with friends and family and will be able to track their wider impact and reach in future updates.
The app is available on iOS and Android. In its early stages, Morale is completely user-led, and has already taken consumer feedback into account when it comes to updates. An early version of the app opened affirmations between 5am-9am, but thanks to consumer feedback, the app is now open for use all day.
Mental health advocate Aldwyn Boscawen, founded the app this year, taking inspiration from the ‘morale’ chats he regularly has with his friends, especially during times of his own personal struggles.
Aldwyn said: “My friends and I have always shared jokes and upbeat, promotional messages on our group chats first thing in the morning, and I found they gave me a boost and put a smile on my face. Morale puts this at its centre, bringing those comments that make your day, to everyone – a support network in your pocket.
“It’s a simple way to show someone you care – to boost someone’s day and get it back in return. We want to make people happier by creating this cycle of positivity.”
Prior to launching Morale, Aldwyn Boscawen opened the UK’s first pedicure room for men in London, Aldwyn & Sons, with a view to changing men’s attitudes towards self-care and their health and wellbeing. It started to make waves among its client base as a safe haven for men to come to relax and indulge in self-care without judgment. The business opened 18 months before the first lockdown but had to close due to restrictions.
Late last year, Aldwyn decided to take his friend groups’ ‘morale boosting’ conversations a step further and open the concept up to a wider community, working with a developer who was renting his flat to develop the concept and app for Morale. Self-funded and created for the consumer, as opposed to any advertiser, Morale is on a mission to reverse the toxic impacts of social media. Helping people build networks of support while also boosting their own wellbeing in the process.