A Moment for Mental Health: Raising Awareness on New Yorkers’ Commutes with Creators 4 Mental Health

June 4, 2026

"Creators pride ourselves on authenticity, and there is nothing more authentic than saying, we all need to prioritize our mental health!" said Vivian Tu.

That’s why OUTFRONT partnered with Creators 4 Mental Health to amplify conversations around mental health through a citywide IRL media campaign across New York. Running throughout May in honor of Mental Health Awareness Month, the initiative leveraged OUTFRONT’s transit and digital media network to bring messages of support, awareness, and connection to millions across the city. "Conversations around overall well-being allow all of us to feel better connected and less alone,” Vivian added.


"I'm honored to be a part of this campaign, and to shine a bright light on why mental health is as important as one's physical health," said Doctor Mike Varshavski. "All of us can do more to educate folks on the resources available, while also destigmatizing the concept of someone asking for help in the first place."

Along with Vivian and Doctor Mike, the campaign featured creator advocates Shira Lazar (Founder of Creators 4 Mental Health), Frankie Grande, and Nimay Ndolo, whose authentic voices have helped foster more open conversations around mental well-being. Through the Moments by OUTFRONT digital content platform, their stories and messages were extended beyond social media and showcased across Liveboards, Video Urban Panels, and Livecard MAX networks throughout the MTA system, creating impactful touchpoints during New Yorkers’ daily commute.

Purpose-led campaignshave the power to move people in meaningful ways but only when they show up where people are living their lives," said Liz Rave, OUTFRONT VP of Marketing.

By combining trusted creator voices with the scale and flexibility of digital out of home, the campaign demonstrated how online advocacy can translate into meaningful real-world engagement. Moments by OUTFRONT enabled dynamic messaging across its digital network, helping bring mental health awareness into public spaces where audiences live, work, and commute every day.

"When messages like this show up in shared public spaces, it sends a clear signal that mental health matters, to our communities, to our culture, and to the future we're building together," said Shira.


The campaign culminated on May 18 with a special activation on OUTFRONT's iconic Duffy Duo digital out of home screens in Times Square. The participating creators came together in person as their messages illuminated one of the world's most recognizable advertising destinations, transforming a digital movement into a shared cultural moment. The activation celebrated the power of creators to drive positive change while showcasing how out of home media can amplify purpose driven storytelling on a larger stage.

"By bringing trusted creator voices into IRL media, we're extending conversations around mental health beyond the screen and into the real world,” said Liz, “transforming everyday moments into opportunities for connection, reflection, and impact."


The Creators 4 Mental Health campaign showcased how out of home media can amplify messages that matter. By pairing the authenticity and influence of creators with the scale of OUTFRONT's media network, the initiative brought mental health awareness into communities across New York and encouraged meaningful conversations throughout Mental Health Awareness Month. We’re proud to partner throughout the year with organizations that are driving positive impact and to use the power of Moments by OUTFRONT to help important stories reach audiences at scale.

And this partnership isn’t the only way we’re leveraging IRL media for better mental health. Later this month at Cannes Lions, we’re hosting IRL for Good, a live workshop in support of the Ad Council’s Love, Your Mind campaign.

The session is dedicated to exploring how IRL moments can show up when it matters most. Stagwell Vice Chairman David Sable will facilitate the discussion; OUTFRONT is committing $1 million in media to the bold ideas we bring to life.

IRL for Good takes place at SPORT BEACH on Wednesday, June 24. If you’ll be at Cannes, request your invitation here.

Author: Michael Radigan, Content Manager @ OUTFRONT

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