First nonprofit experience focused on mental health launches on Roblox

Branded as a “first-of-its-kind digital experience,” the Love, Your Mind campaign (from the Ad Council, partnered with Huntsman Mental Health Institute) has launched a nonprofit Love, Your Mind World in Roblox. The experience connects the teenagers that make up the majority of Roblox’s player base with valuable mental health information.

According to a Roblox Research Panel from September 2024, the majority of Roblox users aged 13-17 (72%) agree it’s very or extremely important for them to actively take care of their mental well-being, but more than half (55%) say they have no knowledge to a moderate amount of knowledge about how to do it. Love, Your Mind World aims to provide education to young people on how they can take care of their mental health and understand their emotions.

Tackling mental health challenges in Roblox

Love, Your Mind World is made up of:

Three interactive zones (also known as obbies) – Players can practice positive mental health strategies through engaging quests and gameplay elements, developed with experts from Huntsman Mental Health Institute. The Friendship Forest obby 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 – Wearable items for Roblox avatars 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 – Features two of Headspace’s 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 – 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.