- Mental Health provider Rula and ice cream brand Van Leeuwen are teaming up to raise awareness for Mental Health Awareness Month through an empty pint ice cream container.
- The stunt is meant to communicate to consumers that, while a good pint of ice cream can make you feel better in the moment, real mental health care requires more than that.
- The empty container for the flavor “Therapy in a Pint” includes a QR code that unlocks access to a therapy session through Rula, and purchasers will also receive a free scoop of ice cream.
“Therapy in a Pint” will be available for $7.95 in select Van Leeuwen stores across the country. In honor of the May 6 launch, pints and scoops will be available from a co-branded ice cream truck in Zuccotti Park in Los Angeles between noon and 7 p.m.
“We all have those moments where we reach for something small to feel a little better – like a scoop of ice cream after a hard day,” said Josh Bruno, Rula’s CEO and founder, in a statement. “But what we’re often really craving is support. ‘Therapy in a Pint’ turns that ritual into a meaningful first step toward care that helps people make real, lasting progress.”
The promo is part of Rula’s “Turn Off the Talk Track” campaign, which addresses the inner dialogue many people have that minimizes their feelings, leading them to delay care and convince themselves they don’t need support. According to Rula’s “2026 State of Mental Health Report,” 81% of Americans recognize the importance of mental health, yet fewer than half (48%) have accessed mental health services.
