Kids Are Growing Up follows the story of Charlton "The Kid LAROI" Howard who went from being an unknown aspiring musician living in Sydney, Australia, to a global superstar selling out his hometown arena back-to-back nights in the span of three years. The film captures a unique moment in time, as Laroi enters adulthood, navigating the pressures of rapid fame, struggles with his mental health, first love, and the tragic death of his mentor — the late rapper Juice WRLD. The film was released globally on Prime Video on February 29, 2024.

Recognizing an opportunity to provide critical support, OBB Cares partnered with Project Healthy Minds to connect nearly 1 million fans during the documentary’s Amazon Watch Party with real-time mental health resources. Our outreach extended across social media, film premieres, and live events, amplifying the film’s message. The Kid LAROI subsequently collaborated with PLUS1 during his tour to allocate $1 per ticket toward organizations delivering life-changing mental health care for vulnerable populations nationwide.