Creator Burnout Is on the Rise, But This Campaign Wants to Change That

With the creator economy booming, advocates want to ensure creators’ mental health thrives, too.
To mark World Mental Health Day today (Oct. 10), Creators 4 Mental Health, Influential and Outfront Media have launched a campaign aimed at putting creator wellness front and center.
The initiative kicked off with a Times Square billboard takeover spotlighting voices from across the digital landscape, including dancer Nia Sioux, filmmaker Dhar Mann, and model Haley Kalil, who are advocating for mental health to become a core pillar of creator economy growth.
While the creator economy is growing rapidly–expected to nearly double in value to $480 billion by 2027, according to Goldman Sachs Research–creators’ wellbeing is often overlooked. The campaign draws from a 2023 Awin and ShareASale study that found 78% of creators have experienced burnout.
“Creators are the gig workers of the digital age, and their mental health must be taken seriously,” Creators 4 Mental Health founder Shira Lazar said in a statement. “By coming together in Times Square, we’re proving that wellness isn’t just a side conversation. It’s essential to building a sustainable, supportive creator economy — and a healthier social media culture for the next generation.”
The Times Square activation is the first in a series of events that will expand to Washington, D.C. on October 16 and Atlanta in November.
“The World Health Organization reports that depression is the leading cause of disability worldwide, and online interactions often play a significant role,” said Chris Detert, chief communications officer at Influential.
As part of the initiative, Creators 4 Mental Health has also teamed up with Opus, BeReal, Statusphere, and Social Currant to conduct the largest-ever study on creator mental health. The full report, detailing the unique pressures creators face and data-driven strategies for support, is slated for release later this month.
“At Outfront, we believe in using our media to spark conversations that matter,” Outfront vice president of marketing Liz Rave said in a statement. “Partnering on this initiative allows us to use our reach and influence to amplify an issue that impacts so many of today’s storytellers.”