“It’s OK to not be OK.”
This message was the Minnesota Vikings mission through the organization’s “Getting Open” content series that focused on all things mental health.
The Vikings have placed an internal emphasis on mental wellness for some time, having implemented multiple resources – including a team clinician and team psychologist, as well as an EAP service – for everyone within the organization.
But it was time to do more.
In the wake of the COVID-19 pandemic; the murder of George Floyd, which occurred in the Vikings own backyard; and other hardships, It was time to normalize conversations sometimes difficult to bring to light.
The idea for this series was sparked by Vikings writer/assistant staff writer Lindsey Young, whose personal journey with depression and Generalized Anxiety Disorder impacts her passion for the subject.
When Lindsey saw former Vikings defensive end Jalyn Holmes post resources for mental health support on his personal Instagram account, she connected with Jalyn on the possibility of sharing his story.
One story would be fantastic. But could this potentially become a series?
Knowing mental illness is something that affects so many people, whether directly or indirectly, the Vikings pondered whether there were more stories to tell beyond Jalyn’s.
What started as a potentially four-part mini content series grew into 11 unique segments that shared the experiences and perspectives of current Vikings players, former Vikings and others connected to the organization.
From players sharing personal experiences, to professional insight, organizational initiatives and foundation work, features included Hall of Famer John Randle, All-Pro linebacker Eric Kendricks and his fiancée Ally, and Vikings Chief Operating Officer Andrew Miller.
Everyone’s story was told on a variety of platforms and through multiple mediums.
Each segment included a written story, a full-length audio interview and short videos designed specifically for Instagram, Instagram Stories and Twitter. The process became a collaboration between Lindsey and each individual, as she ensured a safe space to discuss vulnerable topics.
The impact of Getting Open was felt far and wide, and its reach went far beyond article views and social media impressions.
Emails, Twitter and Instagram messages were sent detailing readers’ own mental health struggles and expressing gratitude to the Vikings for tackling a vitally important topic.
The Vikings Getting Open series drew the attention of media outlets in the Twin Cities, including FOX 9 and WCCO Radio. (Links to coverage in Link field)
Social Media Results
Not only was the series well-shared in local media outlets and across Vikings.com, it generated a large amount of social media buzz. Players and participants actively shared the stories and opened up the conversation in the comments for readers to reach out and share their experiences. It was important to normalize the conversation around mental health for everyone who felt a connection to the stories.
The series generated hundreds of thousands of web page views and millions of social media impressions. It was widely shared within the community on social media between players, staff, reporters and readers. Most importantly, it sparked a broader discussion about the importance of de-stigmatizing mental health within the professional athlete community.
