• by Fern Siegel , May 12, 2025

Mental-health app Finch has released an out-of-home campaign, promoting self-care in midtown Manhattan billboards outside the Lincoln Tunnel and in the heart of Times Square.

The app’s 1.8M users nurture a personalized digital “birb” (what users call their bird) as they build small, achievable self-care habits. Finch suggests users team up with “goal buddies” and make self-care a shared experience versus a solitary one.

The new OOH work, created in-house, has various taglines, including:

• Have your NYC Main Character Moment. That’s self-care.
• Pondering the meaning of life while staring at a giant ad. That’s self-care.
• Taking a deep breath before the tunnel. That’s self-care.

The campaign also has social and digital components that promote self-care as part of a daily routine.

Katie Shill, vice president, marketing, Finch, told Out to Launch: said: “Historically, mental-health apps have been about streaks and perfection, but in a world where wellness has become overwhelming, we believe self-care should be simple, shame-free and part of daily life. Our first out-of-home campaign during mental-health awareness month shows that self-care belongs in everyday chaos and reminds us that even something as simple as taking a deep breath in traffic counts as a self-care win.”