New York, NY – The Ad Council, in partnership with the Huntsman Mental Health Institute, has launched a groundbreaking initiative aimed at supporting teen mental health through an immersive digital experience on Roblox. The new platform, Love, Your Mind World, is the first nonprofit venture of its kind on the popular gaming platform, and is designed to provide mental health education and coping strategies to teens.
Love, Your Mind World is available now for all Roblox users aged 13 and over in the United States. According to the latest statistics, 76% of teens under the age of 18 play video games, making Roblox an ideal platform to deliver essential mental health resources to this audience. Developed with input from leading mental health experts, the immersive experience aims to equip teens with tools to better understand and manage their emotions, particularly during the critical adolescent years.
The campaign is the latest effort under the “Love, Your Mind” umbrella, which seeks to reduce mental health stigma and encourage open discussions about emotional wellbeing. The virtual world was designed in collaboration with advertising agency dentsu, the developer studio The Gang, and features content from Headspace for educational mindfulness and mental health practices.
“This experience is designed to meet teens where they are—on the platforms they use every day—while offering them effective coping strategies and emotional support in a fun and interactive way,” said Dr. James Ashworth, interim chair of Psychiatry at Huntsman Mental Health Institute. “We want to empower teens with the knowledge and tools to take control of their mental health in a space they enjoy.”
Engaging Mental Health Resources
The Love, Your Mind World features three interactive “obbies” or obstacle courses, each promoting positive mental health strategies. The first, the Friendship Forest, emphasizes the importance of seeking help when needed, while two additional obbies, Mindfulness Mountain and Labyrinth of Light, will be launched later this month. The game mechanics encourage teens to engage with these emotional wellbeing strategies as part of a larger quest to progress through the experience.
For players who complete different quests, five custom virtual items (known as UGC wearables) will be unlocked, created exclusively for the campaign in partnership with e.l.f. Beauty, Headspace, Pacsun, and Walmart.
To enhance the experience, guided meditation sessions and mindfulness exercises—created by Headspace meditation experts Eve Lewis Prieto and Dora Kamau—will also be featured. These resources help teens cope with stress and anxiety, offering practical techniques to combat negative emotions while maintaining mental focus.
Safe, Supportive Space for Teens
Understanding the potential risks of online spaces, the platform includes several safety features to ensure that teens feel comfortable exploring mental health content. Chat features will be disabled, and all player usernames will remain anonymous during gameplay, offering a secure environment to explore emotional wellbeing topics.
The platform’s reach is amplified by prominent influencers. Roblox gaming creators @lilahbloxy and @kvssidy will share their in-game experiences to encourage participation, while e.l.f. Beauty’s Gamer in Chief, Anna Bynum, will host a live-stream playthrough of the world on the e.l.f.you! Twitch channel on March 20.
Partnerships to Broaden the Impact
Several companies and organizations are contributing to the initiative’s success. e.l.f. Beauty, Track and Field: Infinite, and Walmart have provided one-way portals to guide users to the Love, Your Mind World from their own Roblox experiences. In addition, Roblox is amplifying the initiative’s promotion to its broader user base. GEEIQ and Latitude are also providing pro bono services to measure and assess the platform’s effectiveness.
The Arthur M. Blank Family Foundation is another key supporter of the “Love, Your Mind” campaign, which has already reached more than 1.4 million visitors to its website, LoveYourMindToday.org, since its launch last year.
Addressing the Need for Mental Health Resources
Magali Huot, Vice President of Global Gaming Strategy at dentsu, emphasized the importance of utilizing platforms like Roblox to address the critical need for accessible mental health resources for teens. “Roblox is the perfect space for teens to engage with mental health education in an approachable, fun way,” Huot said. “By combining gaming with expert-led mental health resources, we are empowering teens to take charge of their emotional health both in the game and in real life.”
Expanding the Conversation on Mental Health
Tami Bhaumik, Vice President of Civility & Partnerships at Roblox, also highlighted the significance of the initiative. “Our goal is to create a safe space for teens to not only have fun but also learn important life skills like emotional resilience,” she said. “The Love, Your Mind World perfectly complements our broader efforts to provide teens with resources to navigate both the digital world and the challenges of growing up with greater confidence and civility.”
The initiative is part of a larger movement led by the Ad Council’s “Love, Your Mind” campaign, which works to create a society more accepting and proactive about mental health. The campaign has already made significant strides in its mission to open up conversations around emotional wellbeing, reduce stigma, and encourage teens to seek help when needed.
As digital spaces continue to grow in importance for younger generations, initiatives like Love, Your Mind World signal a shift toward using technology as a tool for promoting mental health awareness and education.
