The subject of this paper is the design of an innovative product in the function of building a digital medium with an emphasis on mental health and its destigmatization. Although innovation is the main indicator of a country's economic success, Croatia is among the last countries in the European Union. In order for a company to survive in the market, it is necessary to maintain a constant of innovation over time, either by radical or incremental innovations. Nevertheless, Croatian innovators export their products to foreign markets where they experience success, while the Croatian market accepts their products poorly. On the other hand, products that are of social importance manage to be financed through crowdfunding campaigns and experience success in Croatia. One of the reasons for that are social networks that allow two-way communication with the user, while profiles with interesting and useful content attract users to want to know more about the product, buy it or try it out. Using some of the methods from the new media mix, a case study was made on the product ‘Sve će biti dobro’. It is a physical product (a pencil) whose application is based on the method of cognitive-behavioral psychological therapy. The product is actually the first step of a project that aims to build a digital platform on mental health, that is, to make a move towards destigmatizing mental health overall. The aim of this paper is to prove that the Croatian market is ready to open a dialogue on mental health and accept such a product with the aim of destigmatizing mental health in Croatian society.