Rula, a mental healthcare provider, is teaming up with Van Leeuwen to launch the first-ever “empty” pint of ice cream… filled with therapy instead of ice cream for May Mental Health Awareness Month, starting on May 6th.
For many, ice cream can serve as a form of therapy – being a go-to source of comfort when feeling stressed and overwhelmed. Rula and Van Leeuwen’s new collaboration, “Therapy in a Pint,” literally is therapy, to make finding mental healthcare as easy as enjoying your favorite ice cream.
What’s Included:
- A QR code to a therapy session with Rula, turning the comforting ritual into an approachable first step
- A scoop of any Van Leeuwen ice cream flavor (because Rula understands that’s important too!)
- Available for $7.95 in select scoop shops nationwide.
The collaboration continues Rula’s “Turn Off the Talk Track” campaign, which confronts the internal dialogue that leads people to minimize their needs for care. According to Rula’s 2026 State of Mental Health Report, 81% of Americans recognize the importance of mental health, yet that awareness isn’t translating into action.
