Singer and too-precious-for-this-world former One Direction band member Harry Styles isn't just teasing new music, he's encouraging young fans to prioritise their mental health and go to therapy.
It all began when, over the last few days, a whole bunch of nondescript black and white posters started popping up around the world, with the text 'Do you know who you are?' blazoned across them. Eagle-eyed fans speculated that the posters were a sneaky primer for the arrival of Styles' second solo album.
But it turns out there was more to it than that, with the posters appearing to tie into a curious new initiative by the singer to mark World Mental Health Day.
While confirming that , Styles quietly launched a website bot called 'Do You Know Who You Are?', which serves up randomised compliments to whoever needs a little bit of a pick-me-up.
See below (and):
'TPWK' is short for Styles' common sign-off,
Harry Styles has launched a website bot which gives users random compliments. Source: DYKWYA
Needless to say, fans are lapping up the computerised self-love, sharing their personalised messages, which describe users as "honest," "patient," "ambitious," and "a bit needy but that's okay."
The singer went one better, though, when a fan tweeted that she'd have to choose between attending Styles' upcoming second world tour, or attending therapy - with the singer insisting she prioritise therapy.
"I guess therapy can wait... HS2 and tour can’t," the fan wrote on social media.
To which Styles responded: "Go to therapy, it's important. I'll wait for you" - using the hashtag #WorldMentalHealth.
Regardless of whether or not the whole campaign is just another case of clever guerilla marketing, Styles speaking out about mental health and the importance of seeking help can only be a good thing.
Oh, and we're pretty excited for the new music, too.
But not before we extract some more compliments from this website of his.
