Season 7 of The Chi reaffirms its role as a catalyst for social change by confronting the often-overlooked topic of mental health in Black communities. Through nuanced, character-driven storytelling, the series aims to explore the emotional aftermath of loss and the critical need for collective healing. The campaign goal was to serve as a platform for empathy and dialogue, offering viewers a mirror through which they can recognize their own struggles and a map toward emotional resilience.
This season of The Chi delved deep into the experience of grief, illustrating what it means to show up for others in their most vulnerable moments. Featuring reflections from the cast, the campaign explored how love and community shape individuals through hard times. The goal of The Reset Fest was to connect the dots to mental wellness, and foster a vibrant sense of community. Hosting and directing thought-provoking panel conversations and dynamic workshops offered curated opportunities for guests to nurture both mind and body. The collaboration with The Black Emotional and Mental Health Collective (BEAM) leaned into difficult truths about vulnerability and the transformative power of solidarity. It was created in partnership with the SHO/MTVE Social Impact team to amplify this season’s focus on mental health, particularly aiming to break down the stigma around the outsized toll that outwardly portraying strength takes on Black women.
The Reset Fest activation achieved a 30% increase of digital impressions year over year with a reach of 1.4 million, as well as a more than 50% increase in attendance from the previous year. Attendees traveled from multiple states to network, hone new skills, and recharge and reset. The mental health content saw a surge in positive sentiment and comments from fans, and generated more than 200,00 views across social platforms.
