Selena Gomez goes to social media to announce the launch of Your Words Matter, a new mental health initiative.

For Mental Health Awareness Month, the ad is in cooperation with the singer’s own beauty line, Rare Beauty, and discusses the “strong influence” of words.

The 29-year-old is well-known for her campaigning and hopes to use her effort to “educate on the importance of your words when talking about mental health.”

“Words may be a barrier to individuals seeking assistance and reinforce the stigma connected with mental health,” the singer said in a screenshot from her notes app.”

She finished by saying, “For far too long, many of these phrases have been normalised and accepted, but it’s time to raise consciousness to the words we use… because they matter.”