The objective was to make conversations around mental health impossible to scroll past, or ignore, by bringing them out of social feeds and into the everyday lives of millions of people.
Launched during Mental Health Awareness Month, Creators 4 Mental Health and OUTFRONT transformed New York City’s transit system into a public platform for affirmation, reflection and hope.
The campaign paired OUTFRONT’s high-impact media network, reaching a transit system averaging more than four million daily trips, with five trusted creators—Vivian Tu, Doctor Mike, Nimay Ndolo, Frankie Grande and Shira Lazar—whose combined audiences exceed 40 million.
By placing authentic, creator-led messages across Liveboards, Urban Panels and Livecard MAX displays, the campaign aimed to reduce stigma, normalize open conversations about mental well-being and reach people beyond the algorithms and online spaces where these creators are typically seen.
The broader goal was to demonstrate how creator influence and out-of-home media can work together to turn routine public moments into meaningful opportunities for connection, and make mental health support feel visible, relevant and culturally accessible.
Creators 4 Mental Health and OUTFRONT partnered during Mental Health Awareness Month to take conversations about creator mental health beyond social media and bring them into the everyday lives of millions of New Yorkers.
The strategy was simple: take trusted voices out of the feed and put them into the flow of real life. The campaign connected the credibility and relatability of five creators with the scale, trust, and physical presence of OUTFRONT’s New York City media network.
Throughout May 2026, short videos, personal wellness advice and creator imagery appeared across Liveboards, Urban Panels and Livecard MAX displays throughout the MTA system. Rather than presenting mental health as a distant or clinical issue, the creative used familiar faces and concise, personal messages to make the conversation feel human, approachable and relevant in everyday moments.
The campaign then created a major cultural punctuation point on May 18, when a half-hour digital roadblock on the Duffy Duo billboard in Times Square brought the message to one of the world’s most visible public stages.
But the conversation didn’t stop in the physical world. Participating creators shared videos expanding on the advice featured throughout the city, while collaborative posts from OUTFRONT, Creators 4 Mental Health and the featured creators connected the IRL experience back to their digital communities. Together, the participating accounts represented a potential social audience of more than 17 million followers.
This created a continuous journey: from social feeds, into New York City’s streets and transit system, onto Times Square, and back into social communities.
By pairing creator credibility with the scale and trust of IRL media, the campaign transformed a conversation typically confined to digital communities into a highly visible public movement—making creator mental health impossible to simply scroll past.
The campaign delivered significant reach across out-of-home, social, and earned media, bringing the conversation around creator mental health to audiences far beyond the creator community.
Across New York City, the out-of-home campaign generated an estimated 91.6 million impressions. The month-long MTA campaign delivered 91,341,590 impressions from May 1–31, while the May 18 Times Square Duffy Duo roadblock added another 236,090 impressions.
The campaign extended online through content shared by OUTFRONT, Creators 4 Mental Health, Shira Lazar, Vivian Tu’s Your Rich BFF, Doctor Mike, Frankie Grande, Nimay Ndoloux, and What’s Trending. Together, the participating accounts represented a potential social audience of more than 17 million followers, helping carry the campaign’s message from New York City’s physical screens into creators’ digital communities.
The campaign also earned media coverage from Tubefilter, Yahoo, Campaign, and What’s Trending, representing an estimated potential audience of more than 4 million monthly unique visitors across the four outlets.
Together, the campaign generated visibility at a scale that would otherwise have been difficult for a small creator-led nonprofit to achieve. More importantly, it helped take creator mental health from an industry-specific conversation and put it in front of millions of people in their everyday lives, online, and through the media they consume.
