Media release

For immediate release Thursday, October 8, 2026

Alberta Blue Cross is helping make mental health support more accessible by funding free initial therapy sessions for up to 100 Albertans through a new partnership with DiveThru, launching on October 10, World Mental Health Day.

Canadians are talking more openly about mental health than ever before, but access to care remains a challenge. In 2024, the Canadian Institute for Health Information¹ shared that 41 per cent of Canadian adults living with a diagnosed mental health disorder reported that their mental health care needs were partially or completely unmet, and approximately 1 in 3 Canadians with a diagnosed mental health condition reported not receiving care because of cost.

There is no single solution to improving access to mental health care. Meaningful progress requires individuals, communities, healthcare providers, governments, employers and organizations working together to remove barriers and connect people with support when they need.

As part of that effort, Alberta Blue Cross is partnering with DiveThru to help make professional mental health support more accessible to Albertans.

“Mental health support shouldn’t depend on whether someone has coverage or can afford the full cost of care,” says Sandra Marocco, senior vice-president and chief marketing and wellness officer with Alberta Blue Cross. “Everyone deserves the opportunity to access support when they need it. Through our partnership with DiveThru, we’re helping remove a barrier that can prevent Albertans from taking that important first step.”

DiveThru’s Reduced Rate Program is available to Albertans who require a lower-cost option to access care, with therapy provided virtually by master’s-level, regulated mental health professionals. Individuals can apply for the Reduced Rate Program on our DiveThru partnership webpage using code LIVEWELL to receive their initial therapy session at no cost.

“Access is more than getting a first appointment,” says Jamie Warrack, director of counselling with DiveThru. “It’s also having a realistic way to continue when finances change. We’re shaping our reduced-rate program with both in mind, because continuity and choice matter in therapy.”

The new partnership is part of Alberta Blue Cross’s broader commitment to supporting mental health initiatives across the province and promoting awareness, prevention and early intervention.

Alberta Blue Cross invests in a range of community-based mental health programs and initiatives including CMHA Calgary’s YouthSMART program, YMCA of Northern Alberta’s Mental Health for Youth and Wood Buffalo program in Fort Chipewyan, Calgary Counselling Centre’s National Depression Screening Day campaign and support for the Mental Health Foundation. In addition, 23 of the grants provided through the recent Alberta Blue Cross 2026 Community Wellbeing program were made to organizations that are supporting mental wellbeing in communities across the province.

Alberta Blue Cross also has additional mental health resources on their blog, Mental health is a journey, which explores everyday mental wellness, conversation starters, preventative approaches to mental health and the importance of seeking support before reaching a crisis.

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About Alberta Blue Cross

Alberta Blue Cross is a lifelong partner in health and wellbeing, helping people and organizations navigate life’s meaningful moments with clarity, care and confidence. For more than 75 years, we’ve supported individuals, employers, communities and governments through coverage and guidance to help people live well. Rooted in Alberta, we invest locally in initiatives that strengthen the communities we serve.

Media contacts

Jaclyn Spurrell, manager of Corporate Communications, Alberta Blue Cross: jspurrel@ab.bluecross.ca

Angela Giacobbo, communications officer, Alberta Blue Cross: agiacobb@ab.bluecross.ca

About DiveThru

DiveThru is on a mission to create a world where no one struggles alone. Through their in-person studios and online platform, they connect Albertans with counselling and psychological assessment services. They also partner with employers, community organizations and other groups to expand access to mental health support through tailored workshops and pathways to care.

Media contact

For more information about DiveThru, please contact their media team at press@divethru.com.

¹Source: Many Canadians with mental health disorders are not having their needs met | CIHI