- This World Teen Mental Wellness Day, the Ad Council announced the latest extension of its “Love, Your Mind” initiative, with a new focus on helping teens take action to support their mental health.
- The effort introduces the word zill: any action to show love to your mind on good, bad, or whatever days.
- Teens informed and co-developed content across creator partnerships, an ongoing social presence and a new digital experience with expert-vetted educational resources.
New York, March 2, 2026 — Today, on World Teen Mental Wellness Day, the Ad Council announced the latest expansion of its “Love, Your Mind” initiative with a new effort that will make mental health something teens can more easily talk about, celebrate and share. To help put mental health back in teens’ hands, the Ad Council is collaborating with teen and young adult creators, as well as leading social and digital platforms, to introduce a new word – zill: any action to show love to your mind on good, bad, or whatever days.
According to Ad Council research fielded in December 2025, 70% of teens say they’ve experienced mental health struggles in the last six months, yet more than half (56%) don’t feel very knowledgeable about what actively caring for their mental health can look like. Many teens feel overwhelmed by the sheer volume of mental health messaging, which is often conflicting and framed in terms of struggles, and they lack a broader understanding of mental health and the everyday ways they can and do care for their minds.
“Teens told us loud and clear: they don’t want another lecture about mental health,” said Lisa Sherman, president and CEO, the Ad Council. “They want language and tools that feel real to them. We’re thrilled to collaborate with teens themselves to offer them a way to name the everyday actions that support their well-being so they can look out for themselves and each other.”
Through co-creation sessions, testing and creative exploration, zill – inspired by the word “resilience” – emerged as a word that felt flexible and empowering. To bring zill to life, an initial cohort of teen and young adult creators who shape culture are sharing their own everyday ways of showing love to their minds and inviting their audiences to do the same. Across social media platforms, @LetsZill accounts will deliver ongoing education, inspiration and resources designed with teens’ voices at the center.
The effort also includes new short films capturing real moments of zilling from teens’ lives – including dancing, fishing, stargazing, laughing with a friend, and taking a moment to breathe. Directed by Mister and developed pro bono by BBDO, the films highlight that caring for your mind can look different for everyone.
“From day one, we knew this couldn’t feel like a traditional campaign,” said Mikayla Lapierre and Laura Vancil, creative directors, BBDO New York. “Teens don’t want to be patronized, they want agency. By co-creating with them, we learned how to show up in their world, on their terms. We are proud to help bring zill to life because it gives young people a way to care for their minds that feels entirely theirs.”
Per the Ad Council’s model, the creative will run nationwide in donated media across broadcast TV, online video, cinema, audio and digital media platforms, including support from BDG Media Inc, Cluep, GamerSafer, Kargo, Paramount, Screenvision Media, SiriusXM Media, Super League Enterprise Inc, TikTok, Whistle and Vevo. Media agency Initiative, also part of Omnicom, provided media strategy and partner outreach support.
Campaign content points to zill.org, a brand-new digital experience built around peer-to-peer learning. Teens can explore ways to zill through videos and audio created by peers and vetted by mental health experts. The hub was developed with rigorous privacy and security protections, and gamified features encourage habit building and ongoing self-reflection.
As an extension of the Ad Council’s “Love, Your Mind” initiative, the new teen mental health effort was developed with support from the Arthur M. Blank Family Foundation and consultation from mental health experts and teens themselves.
"Teen mental health is an important issue across the country,” said Beth Brown, managing director of mental health and well-being, the Arthur M. Blank Family Foundation. "This campaign reflects our commitment to supporting and empowering young people. We’re proud to partner with the Ad Council to champion teen well-being and ensure every young person has the tools they need to take care of their mental health.”
Teens can explore ways to zill on Instagram, Pinterest, Snapchat, TikTok and YouTube.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact efforts.
In 2022, the Ad Council launched a multi-year Mental Health Initiative to change social norms and build a society that is more open, accepting and proactive about mental health through campaigns such as "Love, Your Mind," “Seize the Awkward” and “Sound It Out.” Additional support is provided by the Arthur M. Blank Family Foundation and others.
To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram, LinkedIn and view campaign creative on YouTube.
Media Contact:
The Ad Council
Ben Dorf
bdorf@adcouncil.org