Star athletes from leagues including the MLB,
NBA, WNBA, and the NFL help introduce the “Love Your Mind Playbook” in a new mental health PSA.
The latest iteration of the Ad Council’s “Love Your Mind” campaign
(which first launched in 2023), the campaign was developed in partnership with Stagwell agencies, including creative agency 72andSunny, media agency Assembly Global, and PR/marketing agency Hunter for
earned media.
The new campaign centers around a 60-second video PSA featuring 17 top athletes speaking on the importance of mental
health. It opens with a montage of in-game footage, leading into New York Mets shortstop Francisco Lindor being the first of many athletes to make the “Love Your Mind” gesture: a heart
sign made with their hands and then a point to their heads. It also includes a clip of 2025 WNBA Rookie of the Year Paige Bueckers saying, “I mean, you’re training your mind as much as
you’re training your body” during an interview.
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The roster of athletes appearing in the PSA campaign also includes: A’ja Wilson (WNBA), Alex Bowman (NASCAR), Ali Truwit
(Paralympic swimmer), Bijan Robinson (NFL), Chloe Kim (USA Snowboarding, Coby White (NBA).
The hero video is among a series of PSAs that debuted Nov. 19 on ABC’s “Good Morning
America.” PSAs will run nationally, in English and Spanish-language versions, on donated media across broadcast TV, online video, OOH, radio and digital media platforms, with support from
partners including ABC, Amazon Ads, ESPN, Kargo, LG Ad Solutions, Pinterest and Teads. Additional videos include a 30-second PSA, and 15-second videos for individual athletes.
The PSA ends
with a call-to-action for viewers to “Make a game plan for your mental health,” directing them to a campaign landing page with a new “Love
Your Mind Playbook.”
Developed in partnership with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation, the resource hub shares mental health
“plays,” broken into categories like “Offense,” “Defense,” and “Take a Time Out” to help navigate a variety of scenarios. It also provides links to such
resources as Mental Health America’s online screening tools and Headspace mindfulness programs.
The “Love Your Mind Playbook” will be featured in activations at high-profile
sporting events over the course of the next several years, with support from media and brand partners. The first such activation, sponsored by Ally Financial, occurred during a NASCAR race at the Las
Vegas Motor Speedway on Oct. 12. Driver Alex Bowman sported a custom “Love Your Mind” paint scheme for his No.48 Chevrolet, with matching helmet,.
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