About This Project
Summary
The Love, Your Mind campaign from Ad Council and Huntsman Mental Health Foundation partnered with Amazon to create "The Mind Set", a unique digital experience with powerful mental health stories from top athletes Skylar Diggins, Laurie Hernandez and Chaunté Lowe. The campaign highlighted how "their minds are the MVP" to share powerful stories alongside vetted educational resources. The partnership included activations across Alexa, Amazon Music, FireTV, and streaming PSAs on Amazon Prime.
Goals & Objectives
The goal of this partnership experience was to inspire people to prioritize mental health and find daily habits to support mental wellness. Athletes have physical rituals but often also have daily habits to prioritize mental health. The Mind Set connected people to actionable tips and resources.
Results & Impact
Through the first 2 months after June 2025 launch, the partnership has driven over 100 million video views, 35 million audio engagements, and 18 million impressions on FireTV. The web experience received over 250,000 visits during that time, with resource completion rates far higher than benchmark.
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