Creators 4 Mental Health
Challenge
Creator burnout was already visible across the industry in conversations, podcasts, and comment sections, but it had never been examined through rigorous, institution-backed research. Creators 4 Mental Health, founded by Shira Lazar, was preparing to release the first major study on the psychological toll of creator work, developed in partnership with researchers from Harvard, UCLA, and Pew. The findings were significant, including 1 in 10 creators reporting suicidal thoughts tied to their work and 62% experiencing burnout. The challenge was to position the study as an industry benchmark, not a moment of awareness, and to establish Creators 4 Mental Health as the leading authority on creator wellbeing.
Approach
Brand Curators led a four-month PR engagement spanning the study launch and a World Mental Health Day activation in Times Square. The campaign ran on two parallel tracks: a traditional media strategy targeting mainstream news, creator economy, and health and wellness press, and a live activation strategy designed to bring the findings into public view. Across both, we positioned Shira Lazar as the central voice, not only as founder but as a leading advocate translating data into cultural urgency.
Implementation
Developed messaging framework, talking points, and media strategy from the ground up
Drafted and distributed press materials highlighting key findings and expert commentary
Managed embargo process and coordinated pre-release pitching beginning October 6, with full launch on October 21
Secured interviews and media availability across virtual and in-person formats
Earned coverage in Adweek, Fast Company, Entrepreneur, Tubefilter, The Wrap, and additional creator economy, mainstream, and wellness outlets
Coordinated World Mental Health Day Times Square activation in partnership with OUTFRONT Media and Influential, featuring creators with a combined reach of 50M+ including Dhar Mann, Haley Kalil, Jordan Howlett, and MDMotivator
Supported B2B amplification across creator economy newsletters and industry platforms
Delivered full campaign reporting and coverage tracking through November
Impact
Coverage across Adweek, Fast Company, Entrepreneur, Tubefilter, The Wrap, and additional outlets over a four-month campaign
Study established as a first-of-its-kind industry benchmark on creator wellbeing
World Mental Health Day activation drove significant cross-platform social reach through participating creators
Shira Lazar positioned as a leading media voice on creator mental health, with ongoing press and speaking opportunities emerging from the campaign
Full coverage reports
Scope of work
Issues-based PR, research launch strategy, media relations across trade and consumer press, talent spokesperson development, event PR and activation coordination, B2B thought leadership, multi-stakeholder campaign management.