'Love, Your Mind World' On Roblox Supports Teen Mental Health
- by Steve McClellan @mp_mcclellan, March 10, 2025
The Ad Council has unveiled what is being called the first nonprofit experience dedicated to teen mental health, on game platform Roblox.
The effort, called Love, Your Mind World, was developed with Huntsmen Mental Health Institute and offers coping strategies to support emotional well-being for teens.
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The campaign was designed in collaboration with Dentsu and developer studio The Gang and includes audio and video from Headspace.
A Roblox survey fielded last September found that the majority of Roblox users ages 13-17 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 -- or a moderate amount of knowledge -- about how to do this.
“This experience will help equip teens with tools to understand and express their emotions, and learn important coping mechanisms in a fun, interactive way,” said James Ashworth, MD, executive vice chair, Huntsman Mental Health Institute. “We are meeting teens where they are and connecting them with valuable information in a way that seamlessly ties into the game experience.”
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 teaches players practical ways to combat stress and anxiety.
Safety features to provide a secure and comfortable space for teens to explore the emotional well-being content. For example, chat features will not be available between users, and all usernames will be made anonymous during gameplay.
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. Additionally, e.l.f. Beauty’s Gamer in Chief, Anna Bynum, will livestream a playthrough of the Love, Your Mind World on later this month on the e.l.f.you! Twitch channel.
Others contributing to the effort with donated in-platform elements include Track and Field: Infinite and Walmart, which provided one-way portals from their Roblox experiences.
Added promotion is provided by Roblox. GEEIQ and Latitude are providing pro bono measurement and insights to help evaluate the impact of the world.
The effort is part of a broader “Love, Your Mind” campaign that the Ad Council and Huntsmen Mental Health Institute launched last year.
