Our objectives were to:
* Leverage our platforms to amplify SHOWTIME’s THE CHI’s mental health storylines;
* Create bonus content for our viewers that expands the conversation around mental health in the Black community and highlights the impact of Black mental health representation on our screens and;
* Provide wellness tools and resources for our audience to support their own mental health.
SHOWTIME/MTVE Studios’ The Chi continues to tackle the mental health crisis head-on in the second half of Season 6 with ongoing storylines highlighting the importance of mental health. The latest season includes conversations about opening a mental health clinic to support the community, healing circles featuring Black men openly discussing their mental health and even a character exploring behavioral health as a profession.
To extend the impact of these moving storylines, SHOWTIME/MTVE Studios produced a powerful digital roundtable conversation called “The Chi: Mental Health and Healing” featuring top series talent (Luke James, Jacob Latimore, Burgundi Baker, Jason Weaver and Tyla Abercrumbie) unpacking the influence these storylines as well as opening up about their own personal journeys and mental health in the Black community in general. The conversation is moderated by pioneering mental health expert Dr. Alfiee Breland-Noble and drives viewers to a leading non-profit organization, BEAM, for resources and tools to take action.
Within the first month of launch, the digital roundtable garnered over 1.2 million views across social and received roughly 18k engagements.
- The roundtable received overwhelming positive social sentiment (social mentions: 71% positive, 24% neutral).
- Viewers mentioned the importance of bringing mental health conversations to the forefront, how these conversations are why they love The Chi, and how they want more of these conversations to happen outside of the show because it is helpful for the Black community.
Within 36 hours of release, may had signed up for BEAM’s virtual and in-person events centering wellness for Black and marginalized communities. Sessions included in-depth, interactive mental health education centering community-specific healing practices and emotional skills building.
