• by Les Luchter , June 4, 2025

“Your Mind is the MVP,” declares an Amazon-created landing page for “The Mind Set,” the latest iteration of the Ad Council’s mammoth multiyear “Love, Your Mind” mental health campaign. Amazon Ads, acting as pro bono partner with the Council and the Huntsman Mental Health Foundation, has also put Amazon Music, Alexa, Prime Video and other resources in play for the collaboration.

“The Mind Set” features three top female athletes sharing their own mental health stories not only on YourMindIsTheMVP.com, but through PSAs and a sweepstakes.

Each athlete emphasizes a specific mental trait that has helped her, and has contributed an item to be awarded through a sweepstakes running through July 7.

For Laurie Hernandez, two-time Olympic gymnastics medalist, the trait is bravery. “We train to get up on the equipment and do the routine. What we don’t train for is the moment before,” she says in a PSA. She’s donated a leotard worn in her 2021 return to competition, five years after her Olympics victories.

Skyler Diggins, six-time WNBA All-Star, represents determination “She spent much of her childhood on a makeshift basketball court where she practiced and perfected her game,” says “The Mind Set.”  She’s donating a basketball she used in those days.

Chaunté Lowe, American record holder in the women’s high jump, signifies resilience, as reflected by her donation: a replica of the bell she rang after beating breast cancer.

How valuable are these items?  The official rules of “The Mind Set Giveaway” sweepstakes place the basketball at $4,000, followed by the leotard at $250 and the bell at $100.

The new PSAs, developed by the Amazon Ads Brand Innovation Lab, will appear in donated media across Amazon throughout 2025, including on Prime Video, in the Amazon store, and on the Fire TV landing page.

On the landing page, each athlete tells her story -- which includes her mental health rituals -- and offers a link to a personally inspired playlist on Amazon Music.

The mental health rituals are particularly important since the Ad Council says it aims to get users exploring a range of “Love, Your Mind” resources like breathing exercises, gratitude journaling and meditation.  Hernandez’s rituals, for instance, are belly breathing, positive mantras and grounding exercises; while Lowe’s including visualization and even early morning dancing.

The Alexa integration gets triggered by users saying, “Alexa, make my mind the MVP.”

The Ad Council says that the overall  “Love, Your Mind” campaign has driven more than 1.6 million visits to LoveYourMindToday.org for free mental health resources since October 2023.