The U.S. is in the grips of a mental health crisis. Almost 70 million of its adults that are likely to struggle with mental health won’t consider seeking help because of reasons such as their beliefs, stigma, lack of access to resources, and financial insecurity.
Ad Council/Huntsman Mental Health Institute had an ambitious mission — combat mental health stigma for those suffering and most resistant to seeking help. To help them in this mission, we launched “Love, Your Mind,” one of the most comprehensive communications initiatives around mental health ever launched in the U.S.
By leaning into success, “Love, Your Mind” upended persistent stigma preventing Black/Hispanic men from getting the help they needed.
Our idea permeated culture, with trusted messengers joining in — from all 11 major sports leagues to celebrities like Stephen A. Smith. The campaign achieved outsized awareness (2x Ad Council mental health norms), higher positive perceptions (+15%), and more donated media than any other Ad Council mental health campaign (2.1x).
