The "Love, Your Mind" campaign from Huntsman Mental Health Institute and the Ad Council is a love letter from your mind encouraging you to prioritize your mental health. The campaign initially launched last fall to confront the growing mental health crisis in the U.S., with 65% of adults in the U.S. saying they have a mental health condition yet, among them, less than half are getting help or treatment.
The campaign's "Rituals We Share" PSAs leverage the cultural significance of athletes to inspire millions of sports fans who look up to them to view mental health rituals as a sign of strength, thereby normalizing and destigmatizing mental health conversations. Collaboration with 11 leading sports leagues and organizations made it possible to feature prominent athletes such as Cody Rhodes, Cam Heyward, and Lexie Brown to share their mental health “rituals” or everyday actions to show that even champions rely on emotional well-being to perform at their best. These stories emphasize how rituals like meditation, positive self-talk, and breathing exercises are critical not just for athletic performance but for everyday life.
The specific goals of the PSAs are to:
Ultimately, the campaign seeks to create a cultural shift where mental health is prioritized as a key part of achieving greatness, both on and off the field.
The campaign’s strategy centers around using the influence of athletes to normalize prioritizing mental health and make it accessible to fans. In sports, toughness and resilience are often celebrated, but this campaign shifts the narrative by showing that true strength comes from addressing mental health challenges. The goal is to inspire fans to adopt mental health rituals to support their success, just like their athletic idols do.
We focused on athletes such as Jalen Brunson, Naomi Osaka, and Josh Allen—figures admired for their accomplishments but who have also openly discussed their mental health journeys. The PSAs and social cutdown videos featuring star athletes provide a relatable and powerful connection to fans, making prioritizing mental health seem both necessary and attainable. The campaign emphasizes that seeking help is not a sign of weakness but a critical element of success.
Through powerful storytelling, the campaign reframes mental health care as a vital part of being successful, whether on the field or in life. The athletes share how mental health rituals like meditation, journaling, and therapy have helped them overcome obstacles and thrive.
This approach ensured the campaign’s message was both relatable and actionable, positioning the prioritization of mental health as an essential component of success in both sports and life.
Current results:
The efforts are successful because they not only achieved impressive reach and engagement metrics but also effectively fulfilled the campaign's objectives of normalizing mental health care, educating the audience, and encouraging help-seeking behaviors. Online Views: With 15 million views so far, including significant organic reach and donated YouTube ads, the campaign has effectively captured audience attention and engagement. Broadcast TV: Securing 16,000 broadcast TV placements valued at over $2.1 million in donated media indicates broad exposure across key sports and channels, reaching diverse demographics. High-Profile Placements: Airing during events like the NBA Draft, WNBA games, MLB Network, NFL preseason, and NASCAR races on prominent networks ensures maximum visibility and relevance to sports enthusiasts.
The strategic use of diverse athlete stories and extensive media placements contributed to creating a cultural shift where mental health is prioritized as essential for achieving greatness, both in sports and in everyday life.
