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Who says video games can’t be good for your mental health? 

Roblox is challenging that widely-held notion by bringing the Ad Council’s Love, Your Mind mental health campaign onto the platform. 

Announced on Wednesday, the collaboration encourages players to engage in a virtual world of behavioral wellness and adventures. 

The world features three interactive zones — one focused on friendship, another on stress and meditation as well as one dedicated to overcoming challenges — which will be rolled out every few weeks. 

Players will be able to navigate the world and learn about practical ways to address pressing mental health needs. 

Additionally, players can claim up to five digital fashion items, also known as UGC wearables, while they complete quests within the experience. These items were designed in partnership with leading brands like e.l.f. Beauty, Headspace, Pacsun and Walmart. 

The launch is aimed at addressing the mental health crisis among teens across the country. 

According to research from the Ad Council, one in five young people have reported symptoms of depression, while a quarter reported feelings of anxiety. 

By bringing mental health awareness to an online platform primarily utilized by teens, the Ad Council is hoping its messaging will resonate with the target audience.

“This is all about showing up to where young people are in a way that we think they’ll be very receptive to,” said Nick Sugai, the SVP and group campaign director at the Ad Council. “The game itself is the first of its kind non-profit mental health activation on Roblox.” 

As players navigate the new world on Roblox, they will also be directed to resources featured in the Love, Your Mind campaign, which houses extensive information on different mental health needs on loveyourmindtoday.org. 

In the game itself, young people will be able to learn more broadly about how to express their emotions as well as how to manage their mental health needs over the long term. The game includes crisis hotline resources that players can access if they need. 

“Within this gameplay experience itself, we know we can’t cover everything related to mental health,” Sugai acknowledged. “We’re trying to focus on the things that are at the top of the list in terms of basic information and coping strategies.”

He noted that the language of the content is intentionally designed to be appropriate for those 13 years and older. 

The new feature on Roblox will also include free guided meditations exercises led by two popular teachers at Headspace. This feature compliments the three interactive zones, Sugai said, which aim to encourage players to normalize conversations around mental health. 

“We know this is such an important topic for people to not keep things to themselves if they are struggling to be able to talk about this with other people,” he said. 

The Ad Council also worked with Roblox to develop a 30 second interactive trailer for the launch, which showcases avatars going through various new features in the game. 

Both Roblox and the Ad Council will be rolling out promotions around the launch over the next few weeks. 

Sugai added that the team will be working with a few influencers in the gaming world to promote the features going forward. 

“We are excited to have this out,” he said. “It’s all about showing up where young people are and bringing these education and resources directly to them.”