The Ad Council with lead partner, Huntsman Mental Health Institute, have built The Love, Your Mind World in Roblox to help teens with their mental health.

The Love, Your Mind World was designed in collaboration with dentsu and developer studio, The Gang, and developed with guidance from leading mental health experts at HMHI. It aims to reach the 76% of people under 18 who play video games in the US, offering mental health education and coping strategies to support their emotional wellbeing. It may be accessed on Roblox by any US user aged 13 and over and ncludes audio and video from Headspace.

Features of the Love, Your Mind World include: 

• Three interactive zones, or “obbies,” for users to practice positive mental health strategies through engaging quests and gameplay elements, developed with experts from Huntsman Mental Health Institute. The Friendship Forest obby, now available, helps teens see that asking for help is a sign of strength. Two additional obbies, Mindfulness Mountain and Labyrinth of Light, will debut throughout March. 
• Five custom digital fashion items, or “UGC” wearables (user-generated creations) for Roblox avatars that can be claimed by completing different quests within the experience. The items were developed by dentsu and The Gang exclusively for the Love, Your Mind World in partnership with e.l.f. Beauty, Headspace, Pacsun, and Walmart. 
• Free guided meditation and mindfulness exercises developed by Headspace featuring two of its expert meditation teachers, Eve Lewis Prieto and Dora Kamau. The age-appropriate content helps players stay grounded, allowing negative thoughts and emotions to pass by, while teaching them practical ways to combat stress and anxiety.
• Safety features to provide a secure and comfortable space for teens to explore the emotional wellbeing content within the world. For example, chat features will not be available between users and all usernames will be made anonymous during gameplay.

The resources were built using information from a Roblox Research Panel fielded September 2024, in which 72% of Roblox users aged 13-17 agreed it’s very or extremely important for them to actively take care of their mental well-being, but 55% said they have no knowledge to a moderate amount of knowledge about how to do it.

Prominent gaming creators, @lilahbloxy and @kvssidy, are helping promote the obby launches throughout the month by sharing their gameplay experiences and encouraging followers to engage in the world’s mental health content. And e.l.f. Beauty’s gamer-in-chief, Anna Bynum, will livestream a playthrough of the Love, Your Mind World on March 20 on the e.l.f.you! Twitch channel. 

A range of partners is contributing to the effort with donated in-platform elements. e.l.f. Beauty, Track and Field: Infinite and Walmart provided one-way portals from their Roblox experiences, helping direct more users to the Love, Your Mind World. Added promotion is provided by Roblox. GEEIQ and Latitude are providing pro bono measurement and insights to help evaluate the impact of the world. Additional support for the overall Love, Your Mind campaign comes from the Arthur M. Blank Family Foundation.

The Roblox experience is the latest initiative of the Ad Council’s Love, Your Mind campaign, that aims to create a more open, accepting and proactive society when it comes to mental health. In just under a year, that campaign has driven more than 1.4 million visitors to LoveYourMindToday.org for access to free mental health resources.