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The Innovative Collaboration Between Rula and Van Leeuwen

In a fascinating initiative to promote mental health awareness, Rula, a prominent behavioral healthcare provider, has partnered with the celebrated ice cream brand, Van Leeuwen. This collaboration has given birth to an extraordinary concept titled 'Therapy in a Pint,' which marks the introduction of the first-ever 'empty' pint of ice cream designed specifically for promoting mental well-being. This symbolic pint doesn't contain ice cream but rather serves as a gateway to therapy, offering a unique approach to self-care during May Mental Health Awareness Month.

Blending the joy associated with indulgent treats and the necessity of mental health care, 'Therapy in a Pint' encourages individuals to prioritize their emotional wellness. As ice cream often evokes feelings of comfort and happiness, this innovative product takes it a step further, allowing consumers to utilize their love for ice cream as a stepping stone toward seeking support. In each pint, customers will find a QR code, which, when scanned, unlocks access to a therapy session provided by Rula.

The collaboration reflects a deep understanding of how a simple pleasure like enjoying ice cream can serve as a means to address more significant psychological needs. Rula's CEO Josh Bruno emphasized the importance of turning love for comfort foods into a proactive step toward mental health care, stating, "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... 'Therapy in a Pint' turns that ritual into a meaningful first step toward care that helps people make real, lasting progress."

Van Leeuwen, known for its high-quality ingredients and creative flavors, has a mission that aligns with this focus on mental health. Ben Van Leeuwen, the brand’s co-founder, articulated this compatibility, saying, "One of our core values is a good state of mind. This partnership with Rula reflects that broader commitment in a thoughtful way during Mental Health Awareness Month." This exciting collaboration encourages individuals to engage in self-care practices while indulging in their favorite dessert.

Starting today, the exclusive 'Therapy in a Pint' bundle is available at select Van Leeuwen scoop shops across the nation for just $7.95. This offer not only includes access to a therapy session through Rula but also allows customers the pleasure of choosing any flavor of Van Leeuwen ice cream. As a unique promotional event, customers can visit Van Leeuwen and Rula's mobile ice cream truck in Zuccotti Park today, where both the pint and a scoop of ice cream will be offered to create an unforgettable experience, albeit while supplies last.

This initiative is part of Rula's broader campaign titled 'Turn Off the Talk Track,' aimed at challenging the internal dialogues many people face that lead them to doubt their feelings or postpone seeking help when it's needed most. According to Rula's 2026 State of Mental Health Report, while 81% of Americans acknowledge the importance of mental well-being, only 47.4% have sought mental health services. By promoting 'Therapy in a Pint,' Rula seeks to bridge this gap, making the path to emotional support as enjoyable as savoring a scoop of ice cream.

To discover more details about this collaboration and the locations where it is available, visit Rula. Furthermore, for those interested in exploring Rula's extensive services, visit Rula's official website or their social media channels on platforms like YouTube, Instagram, TikTok, and LinkedIn.

About Rula

Rula is positioned as a leading behavioral healthcare provider, devoted to making mental health care not only accessible but also affordable. Rula boasts a network of over 21,000 licensed providers nationwide, ensuring next-day availability for therapy and psychiatric services, alongside 24/7 crisis support. Patients are empowered to connect with care quickly through a seamless digital system that fosters real-time interaction between providers and patients.

About Van Leeuwen Ice Cream

Established by brothers Ben and Pete Van Leeuwen in 2008, Van Leeuwen began as a simple yellow ice cream truck in the bustling streets of New York City. Their goal was singular: to create good ice cream made from high-quality ingredients that enhance the dining experience. Known for its French-style ice cream and inventive flavors, Van Leeuwen continues to push culinary boundaries while ensuring that every scoop aims to uplift the mood of its consumers.