Trending PR Campaigns
Squad Support
Amazon Ads and Twitch teamed up with Movember and mental health organisations to launch Squad Support, offering gamers free sessions with trained counsellors while they play together online. The hook is bringing support into a familiar social setting, backed by Twitch creators and the “U GUD?” twist on gaming’s “Git Gud” phrase to encourage players to check in on mates.
Why it worked: It tied a time-bound service (500 free counselling hours during Movember) to Twitch creators’ real-time communities, reframing “Git Gud” into a check‑in call-to-action.
The lesson: Consider launching a limited-time, bookable service inside a native community platform, seeded by creator-led prompts that flip a familiar in-joke.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| tubefilter.com | Twitch and Amazon want to turn "git gud" into "u good?" for men's mental health - Tubefilter | Tuesday 10th November, 2026 |
| campaignbrief.com | Amazon Ads + Twitch team up with Movember to connect gamers with free mental health support | Tuesday 10th November, 2026 |