Elmo is checking in, again, in this Ad Council mental health PSA

‘Hum’ follows Elmo’s viral social media check-in back in January and teaches tools for checking emotions

Published On
Mar 25, 2024
Sesame Street characters smiling together

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If Elmo’s viral mental health check-in taught him anything last month, it is that many people are not OK, and many need help coping. 

So, of course, it’s only natural that Elmo and his friends made a new PSA from Sesame Workshop and the Ad Council that focuses on how to deal with “big feelings.” 

“Hum” is the first of two new PSAs in English and Spanish launched last Thursday (March 21) targeting the emotional well-being of families. 

In the cute 30-second spot below, Elmo talks about how he gets big feelings, like frustration, under control by humming a song to center himself. He kicks off the spot humming a simple tune, as his friends—Cookie Monster, Ernie, Big Bird and others—join in chorus.

In the video, he notes that his “daddy” taught him the trick, nodding to the support needed from parents and loved ones when trying to work through emotions. 

 

The work is the latest extension of “Love, Your Mind” campaign developed by Huntsman Mental Health Institute and the Ad Council. 

The PSA directs audiences to Sesame Workshop’s resource hub on Sesame.org that offers emotional wellbeing resources for parents, caregivers and providers. From the hub, parents and caregivers can also navigate to LoveYourMindToday.org to find resources and information to help them take care of their own mental health. 

The campaign follows the viral social media response to Elmo checking in on X to see how people were in January. At the time, the simple question resulted in a flurry of overwhelmed and dark responses—including from some brands—prompting a follow-up from Elmo to assure everyone he read the responses and would check in again soon. 

“The growing mental health crisis is one of the most pressing issues for parents today and children’s needs can so often be overlooked,” said Samantha Maltin, EVP and chief marketing and brand officer at Sesame Workshop, in a press statement. “We know that caring for a child means supporting their whole circle of care, whether that’s parents, teachers or other caregivers. We’re grateful for our partnership with the Ad Council and ‘Love, Your Mind’ campaign, through which we can reach even more children and caregivers with these emotional well-being resources.”

In addition to the video PSA, the initiative from Sesame Workshop includes digital OOH ads that assure viewers Elmo wants to know how they are doing and directs people to Sesame.org for “mental health tools for the whole family.” 

The “Love, Your Mind” campaign invites people to create a more open, accepting and proactive society when it comes to mental health by caring for their relationships with their minds in response to the growing mental health crisis in the U.S.

Credits

Date
Mar 25, 2024
Client :
Sesame Workshop
Client :
Ad Council
Executive Producer :
Sal Perez
Senior Producer :
Karyn Leibovich
Coordinating Producer :
Andrew Moriarty
Producer :
Courtney Hindle
Director of Brand Marketing :
Courtney Hindle
Producer :
Bryce-Loren Walker
Diversity Equity & Inclusion Associate :
Bryce-Loren Walker
Line Producer :
Amanda Young
Director :
Andrew Moriarty
Writer :
Andrew Moriarty
Puppeteer :
Ryan Dillon
Puppeteer :
Eric Jacobson
Puppeteer :
Peter Linz
Puppeteer :
Megan Piphus
Puppeteer :
David Rudman
Puppeteer :
Leslie Carrara-Rudolph
Puppeteer :
Matt Vogel
Puppet Captain :
Matt Vogel
Associate Producer :
Kelly Ferrara
Vice President Brand Marketing :
Meredith Bissu
Director of PR & Publicity :
Erin Elzo
Senior Content Manager :
Jessica Disalvo
Script Supervisor :
Jennifer Capra
Script Coordinator :
Lynda Holder-Settles
Script Assistant :
Maria Colón
Production Manager :
Tsukasa Nakamori
Production Coordinator :
Gabriella Degennaro
Production Coordinator :
Natalie Wright
Talent Production Assistant :
Olivia Capestany Santivañez
Script Production Assistant :
Gabriella Degennaro
Production Assistant :
Rachel Gastman
Production Assistant :
Evelyn Hall
Creature Shop :
Melissa Creighton
Creature Shop :
Michelle Hickey
Creature Shop :
Rose Labarre
Creature Shop :
Lara Maclean
Creature Shop :
Fiona Quinn
Creature Shop :
Joey Roddy
Creature Shop :
Jason Weber
Director of Photography :
Jeff Turick
Editor :
Chris Reinhart
Post Producer :
Ashley Parisi
VFX Editor :
Tomoko Nakamura
Stage Manager :
Nakoma Litahní
First Assistant Camera :
Andrew Peister
Sound Mixer :
Steven Bradley Nelson
Playback Mixer :
Chris Sassano
Gaffer :
Jonathan Fuller
Key Grip :
Brandon Barron
Music Director :
Paul Rudolph

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