TXT Put $1.4 Million Behind Teen Mental Health, and Now Fans Can Chat With It

UNICEF Korea Committee launched a teen mental health chatbot called My Mind Guide on the 12th, and TXT appear throughout it. Finishing the full chatbot flow unlocks special photos from the members, a reward built to keep young users through to the end.

The release marks the first anniversary of the Together for Tomorrow campaign. According to UNICEF Korea, the chatbot helps teenagers understand and express their emotions, and then points them toward expert help if they need it.

It is built on two existing frameworks: the Helping Adolescents Thrive (HAT) toolkit, which UNICEF and the World Health Organization (WHO) developed jointly, and UNICEF's own mental health framework. TXT took part in the campaign itself and in the chatbot, which extends that work into a digital format. Members' images and messages appear at various points in the experience.

What the members said

Looking back on the year, TXT said it was meaningful to talk with others about teen mental health and share their message. They added that since anyone can hit a hard moment, they hope the chatbot helps users look honestly at their feelings and ask for help.

The money behind it

TXT partnered with UNICEF last year and pledged about $1.4 million (roughly 1.97 billion won) over two years. The photo rewards are the telling design choice here: fan incentives are being used to pull a young audience through a mental health tool. Whether completion rates hold up is the number to watch, and UNICEF has not published one yet.

Photo credit: BIGHIT MUSIC.