In honor of Mental Health Awareness month, Sesame Workshop partnered with the Ad Council on the “Sound it Out” public service campaign, which includes original music video, “Me & My Grown Up.”

“With resources and content for the whole family launching today, we’re raising awareness about the importance of nurturing children’s emotional well-being—and challenging the stigma associated with seeking support for children’s mental health,” said Sesame Workshop in a statement.

The campaign also includes strategies to help families and caregivers recognize when children are in mental or emotional distress and how to be there for them and help them through it.

“Me & My Grownup” starts with Elmo and his father, Louie, singing about how Louie is always there to take care of Elmo, listen to him and help him feel better when things aren’t going quite right. The song expands to include Abby and her mom, Maggie; Wes and his dad, Elijah; and Big Bird and Granny Bird.

The campaign also includes a 45-minute special, starring Elmo, titled Elmo’s Mindfulness Spectacular, in which Elmo and Abby learn how to deal with their stress before starring in “The Big YouTube Talent Show.” Elmo and Abby are joined by such celebrities as Jenny Slate, Marques Brownlee and LaurDIY.

A special parent-focused episode of The Happiness Lab podcast by Yale professor Dr. Laurie Santos will also air, teaching strategies to help parents, caregivers and adults regulate their emotional reactions. The episode will feature Elmo, Sesame Workshop CEO Steve Youngwood and Kay Wilson Stallings, executive vice president and chief production and creative development officer. It will be followed by a three-episode series on happiness featuring characters and songs from Sesame Street.

Sesame Workshop and meditation app Headspace are partnering on a second season of kids’ meditation series, Goodnight, World!, which is intended to help children transition from their active days to naptime or bedtime. Sesame Workshop and Headspace are working with publisher Penguin Random House on a six-book series based on the Monster Meditation videos on Sesame Street’s YouTube. Sesame Workshop also is partnering with Mayo Clinic Press Kids to publish a book on whole-body wellness slated for fall 2024.

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Tags: mental health awareness month sesame street sesame workshop the ad council

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