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About This Project
Summary
This campaign reimagines mental health in women’s sports through the poetry of ritual and self. Hero objects become anchors—symbols of how athletes return to themselves. We see not one version of each woman, but many—each a part of the mind’s mosaic. Inspired by parts work therapy, we show that even the hardest emotions, when welcomed and woven together, can shape a powerful, whole self.
Goals & Objectives
Our goal was to destigmatize mental health in women’s sports by normalizing vulnerability and promoting everyday rituals as tools for strength. We aimed to spark conversation, deepen empathy, and give athletes language and imagery to express their inner lives.
Results & Impact
The Mind Set campaign drove immersive mental health engagement: nearly 1.6?million visits to LoveYourMindToday.org since October?2023 via the Love, Your Mind platform. Users engaged across Amazon’s ecosystem—Alexa, Music, Prime Video—transforming awareness into actionable self-care.
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