The Huntsman Mental Health Institute and the Ad Council have joined forces to launch an extensive communications initiative known as the “Love, Your Mind” campaign.
This campaign is designed to foster a more open, accepting, and proactive attitude toward mental health in the United States, particularly targeting the nearly 70 million adults likely to experience mental health challenges but may be hesitant to seek help. The initiative brings together experts, media platforms, and influential voices to address the mental health crisis on an unprecedented scale.
The “Love, Your Mind” campaign offers a wide array of free mental health resources available on LoveYourMindToday.org, with a Spanish version at ConAmorTuMente.org. This initiative includes the release of multiple national public service announcements (PSAs) specifically tailored for various audiences. Initially, these PSAs focus on Black men and Hispanic men, with content in both English and Spanish. These demographics are overrepresented among those facing mental health challenges.
Addressing Racial Disparities
Dr. William A. Smith, Chief Administrative Officer for Justice, Equity, Diversity, and Inclusion at Huntsman Mental Health Institute, highlighted the impact of systemic racism-related stress injuries on the mental health of people of color. The campaign recognizes the experiences of Black and Latino men and provides them with essential mental health tips and resources.
“People of color in our country frequently experience racial battle fatigue: a systemic racism-related repetitive stress injury that is strongly correlated with mental health challenges,” says Smith. “We’re proud to launch the ‘Love, Your Mind’ campaign with an initial focus on reaching Black and Latino men, acknowledging their experiences, and offering them the mental health tips and resources to help them thrive in life.”
“There’s a mental health crisis in our country that has been laid bare by the challenges of the last several years: the COVID pandemic, economic uncertainty, and the ongoing movement for racial justice,” said Lisa Sherman, president and CEO of the Ad Council. “With the ‘Love, Your Mind’ campaign, we are offering people inspiration and actionable steps they can take to make their mental health a priority and experience how that benefits every area of their lives.”
The “Love, Your Mind” campaign encourages individuals to cherish their relationship with their minds, akin to how they nurture their closest personal relationships. The creative assets for the campaign were developed pro bono by creative agencies FCB New York and FCB Chicago and directed by award-winning director Calmatic. The project was co-produced by project3 and Prettybird. Plural* is also producing audio spots in both English and Spanish. It also includes audio spots in both English and Spanish. Watch below:
“Supporting your mental health must be normalized,” said Mike Williams, Executive Creative Director, FCB New York. “It must – because your mind is the most valuable asset you have and caring for it, nurturing it, strengthening it, can ultimately get you to where you want to go in life.”
The campaign will appear nationwide, thanks to advertising inventory donations from various media sources, including TV, radio, out-of-home (OOH), and digital formats. Pro bono support will be provided by entities like iHeartMedia, Kargo, PatientPoint, Pinterest, and TikTok. A strong collaboration with RAB will extend the campaign’s reach to radio stations across the United States.
To complement mass media reach, the campaign has partnered with various agencies and organizations, including those with expertise in engaging the Black, Hispanic, and faith communities. Upcoming activations include mental health summits, series, e-learning hubs, and special events.
The campaign resources were developed in consultation with a panel of experts and receive support from leading mental health organizations. This effort is part of the Ad Council’s Mental Health Initiative, which unites brands, marketers, media companies, and nonprofits to address the mental health crisis throughout the U.S.
This creative from FCB represents a significant effort to address the mental health crisis and encourage individuals to prioritize their mental well-being. And why it’s our REEL AD of the Week.
CREDITS:
BRAND: Ad Council
- Campaign Director (Heidi Arthur)
- Campaign Director (Deborah Leiter)
- Campaign Director (Anna Rodriguez)
- Campaign Director (Tania Sanjurjo)
- Campaign Manager (London Boyd)
- Communications Manager (Ellyn Fisher)
- Communications Manager (Margaret Files)
- Communications Manager (Nina Trach)
BRAND: Huntsman Mental Health Institute
AGENCY: FCB Chicago
- Chief Creative Officer (Michael Aimette)
- Creative Director (Jorge Bauza)
- Associate Creative Director (David Green)
- Designer (Simon Fernandez)
- Managing Director (Suzanne Santiago)
- Managing Director (Rocki Hunter)
- Group Director (Andy Cross)
- Vice President (Emily Hauptle)
AGENCY: FCB New York
- Executive Creative Director (Mike Williams)
- Associate Creative Director (Lara Polovina)
- Design Director (Eric FiniBenitez)
- Managing Director (Suzanne Santiago)
- Account Executive (Helen Jeong)
- Chief Strategy Officer (Mollie Partesotti)
Production Companies: PRETTYBIRD US
- Director (Calmatic)
- Photographer (Dana Scruggs)
EDIT: Arcade Edit
- Editor (Kyle Brown)
POST PRODUCTION/VFX:
- Apache
- Timber
Music / Sound:
- Racket Club
- Lime Studios
- Animal Music
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