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About This Project
Summary
The "Love, Your Mind" campaign from Huntsman Mental Health Institute and The Ad Council uses athletes' influence to normalize mental health care. By partnering with 11 major sports leagues, the campaign highlights athletes sharing mental health rituals like meditation and therapy. PSAs and digital content inspire fans to adopt similar practices, reframing mental health as essential for success. The campaign’s strategy aims to demystify mental health through storytelling and practical resources.
Goals & Objectives
Normalize prioritizing mental health by reframing it as a tool for success, not a sign of weakness. Encourage help-seeking behaviors by showing how athletes overcome challenges and succeed when they care for their mental health. Prioritize mental health in everyday life.
Results & Impact
The campaign achieved 15M online views, including 3.5M organic views through social media and 11.6M from donated YouTube ads. With 16K TV placements valued at $2.1M, the campaign aired during major sports events like the NBA Draft and NFL preseason, making a strong impact on mental health awareness.
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