The Ad Council, a non-profit focused on public service campaigns, partnered with the Huntsman Mental Health Institute for the “Love, Your Mind” initiative. The campaign aimed to raise mental health awareness among historically marginalized communities, especially the AAPI population. Its mission was twofold: to encourage individuals to explore mental health resources and reduce stigma surrounding seeking support, creating a more open and supportive environment.
Recognizing Reddit as a key platform for users seeking advice and resources, the Ad Council tailored a custom campaign to engage their target audience. They collaborated with Reddit’s in-house creative team, KarmaLab, to develop the “Love, Your Mind” chatbot. This tool provided real-time, dynamic mental health resources tailored to users’ specific challenges, fostering a personalized experience. The chatbot encouraged users to share their struggles and engage in open conversations, creating a sense of community while reducing stigma.
By leveraging Reddit’s interest-based and community-targeting features, the Ad Council reached its audience where they were in their mental health journey. The campaign effectively provided relevant mental health resources and created a space for honest, supportive dialogue. In doing so, it helped change perceptions and encouraged individuals, particularly within the AAPI community, to seek help and support.
The “Love, Your Mind” chatbot sparks engagement and fosters a safe space for mental health support. Enabling comments through the chatbot allowed for the Ad Council to foster direct dialogue among redditors, creating a safe space for users to chime in with words of support, anecdotes, and advice beyond the chatbot responses, which were thoughtfully crafted by KarmaLab using resources from the Huntsman Mental Health Institute and the Ad Council.
88% Upvote Rate
6.5k Shares
42s Average time spent on post (2.5x higher than benchmark)
(Source: Reddit Internal, 2024)
27% Conversion rate from bot-driven traffic, as compared to overall 7% average on Ad Council site
(Source: Ad Council Internal, 2024)
Brand Lift results revealed that both strategies successfully drove upper-funnel performance, thanks to clear branding, compelling copy, and strong calls to action within the creatives.
+1.6pts Overall lift in Aided Awareness
+1.8pts Lift in Aided Awareness for niche audience targeting
+1pt Lift in Ad Awareness for broad audience targeting
(Source: Reddit Brand Lift, 2024)
