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Mental health issues affect individuals worldwide. Our study focuses on the exhibition Mental Health - Mind Matters (Science Museum of Minnesota, 2018). We sought to understand: (i) museum professionals’ local contextualization of the exhibit, (ii) how the exhibit fostered engagement with mental health, and (iii) the changing social roles of science museums. Data included interviews with museum professionals, field notes, documents, and the research team’s debriefings. Deductive and inductive analyses revealed the museum’s desire to challenge stigma, co-create knowledge about mental health, and foster empathy, while situating an existing exhibit within a socio-cultural context and address Whiteness. We conclude by expanding upon the particulars of emotional engagement to include empathy and productive struggle, and note the evolution of science museums.