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About This Project
Summary
Ad Council expanded on the "Love, Your Mind" mental health campaign by teaming up with key partners to reach rural communities. Pro Rodeo (PRCA), American Farm Bureau Federation (AFBF), and Huntsman Mental Health Institute (HMHI) were part of a team that identified real mental health stories from Rural America, which were captured as documentary PSAs by award-winning director Deborah Riley Draper. PRCA screened the films at rodeo events, and AFBF featured the work at their national convention.
Goals & Objectives
According to Ad Council research, more than 60% of adults living in rural areas report having a mental health condition like depression or anxiety. But only 1 in 3 of those adults are actively getting help or treatment. The goal was to break down stigma and point people to vetted resources.
Results & Impact
The PSAs have garnered $4 million of donated media and nearly 100 million impressions during the first 6 months in market. Local in-person activations at rodeos and farm conventions have reached thousands. Research shows that people are more likely to prioritize mental health after seeing the PSAs.
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