The Ad Council, Walmart, and partners Launch Love, Your Mind World on Roblox to support teen mental health
The Ad Council has launched Love, Your Mind World, an immersive mental health experience on Roblox designed to provide teens with expert-backed mental health resources through interactive gameplay.
Developed in collaboration with Roblox, dentsu, The Gang, and corporate partners, it marks the Ad Council’s first nonprofit mental health experience on the platform.
Industry support
Walmart is supporting the initiative by integrating a direct portal to Love, Your Mind World within its Walmart Discovered experience on Roblox. Justin Breton, a marketing executive at Walmart, wrote in a LinkedIn post, "At Walmart, we’re proud to support this initiative, helping connect teens with expert-vetted mental health resources in a way that feels natural, engaging, & fun."
The experience offers interactive challenges, guided meditations, and mindfulness exercises designed to help users develop strategies for managing emotions, seeking support, and prioritizing mental well-being. Players can engage in three unique gameplay zones, known as obbies, which were designed in collaboration with mental health professionals.
Laurie Keith, Vice President of Emerging Media & Technology at the Ad Council, wrote in a LinkedIn post, "The Love, Your Mind World meets teens where they are and provides real tools to prioritize their mental well-being through interactive gameplay."
The project includes contributions from Headspace, which has integrated in-game mindfulness exercises, and E.L.F. Beauty, which has developed a virtual guide character to assist players. Other brand partners have contributed virtual merchandise and engagement tools to further enhance the experience.
Expanding mental health awareness in digital spaces
The initiative is part of a broader effort to engage young audiences in mental health education through digital platforms they already use. The Ad Council and its partners emphasize that immersive environments like Roblox offer opportunities to reach teens with accessible, interactive mental health support.
Keith added, "When I stepped into my role leading Emerging Media & Tech, I saw Roblox as an untapped space where nonprofits could engage audiences through gamified storytelling and build communities around a cause. Thanks to our incredible partners including Roblox, dentsu, The Gang, mental health experts, brands, and creators - we’ve made that vision a reality.”
