"Starting Conversations"

In honor of mental health month, Burger King has decided to make fun of McDonald’s.

 That’s not entirely fair. They’re raising awareness of mental health. They worked with the nonprofit Mental Health America in some undisclosed capacity to give the whole thing a whiff of credibility, but really all they did is make Happy Meals by another name, and cloak themselves in “awareness.”

 Obviously there was a backlash on Twitter—because that’s what Twitter is for—but the industry’s reaction has been to try to get at the intention of the campaign. An imperfect conversation starter meant to draw attention to this very real problem facing our world.

 But here’s the thing: To the extent that this campaign is starting a conversation, it isn’t a conversation about mental health.

It isn’t a conversation about accepting that it’s ok not to be ok.

It isn’t a conversation about reaching out and connecting with people who might need you.

It isn’t a conversation about where to find help, how to help yourself, or how to live your life in a way that supports yourself.

It’s just a conversation about Burger King.

You don’t get credit for starting a conversation unless that conversation is good.