Ad Council rallies sports stars to champion mental health

The Ad Council has broadened its Love Your Mind mental health campaign through a nationwide initiative that uses the influence of professional sports to encourage people to prioritise their mental wellbeing. The effort introduces the Love Your Mind Playbook, created with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation, offering practical tools to help people integrate mental health care into daily life.

The expansion launched with a series of public service announcements that aired on ABC’s Good Morning America. Seventeen professional athletes appear in the campaign, which invites audiences to create a mental health plan in the same way they would approach physical performance.

Athletes support mental health advocacy

Featured athletes include A'ja Wilson, Alex Bowman, Ali Truwit, Bijan Robinson, Chloe Kim, Coby White, Diego Luna, Francisco Lindor, Jack Eichel, Karl-Anthony Towns, Macey Hodge, Noah Lyles, Paige Bueckers, Quinton Byfield, Russell Wilson, Tim O'Connell and Tim Ream.

Lisa Sherman, president and CEO, the Ad Council: “The world of sports has tremendous cultural influence – and now, with the Love Your Mind Playbook, we're opening up conversations about mental health that are authentic, inspiring and deeply impactful. We're grateful to partner with some of the most influential athletes, leagues and brands to meet people where they are – on the field, in the stands, and at home – to spark meaningful conversations and drive lasting change.”

The PSAs introduce the Love Your Mind celebration, where athletes form a heart with their hands and point to their head to reinforce that caring for mental wellbeing is as important as caring for physical health. The series was developed pro bono by Stagwell agencies 72andSunny, Assembly Global and HUNTER.

Campaign activation spans major sporting events

Bryan Rowles, partner and chief creative officer at large, 72andSunny: “Paying attention to your mental health is something that should be celebrated. So we partnered with some of today's most visible professional athletes to help normalise the conversation around mental health — to emphasize that it deserves the same focus and care as physical performance.”

The campaign will appear at prominent sporting events over the coming years with support from media partners and brands. Its first brand-led activation took place at the Las Vegas Motor Speedway, where NASCAR driver Alex Bowman revealed a customised Love Your Mind paint scheme for the No.48 Chevrolet, along with a matching helmet sponsored by Ally Financial.

Playbook provides practical tools and athlete insights

The Playbook, available online in English and Spanish, includes mental health guidance and short videos in which athletes share the routines that help them stay grounded both on and off the field.

The effort is backed by major leagues and organisations including MLB, MLS, NASCAR, NBA, NFL, NHL, NWSL, PRCA, U.S. Soccer and the WNBA. Since its 2023 launch, the campaign has generated more than ninety million dollars in donated media and over two point two million visits to its website. Research from late 2025 shows that nearly half of adults ages eighteen to forty four are aware of the PSAs.

Foundations underscore mental health as public priority

Miranda Barnard, president, Huntsman Mental Health Foundation: “Mental health is not just a personal issue, it's a public health priority. By engaging the sports community, this campaign helps normalise taking care of our mental health and empowers individuals with tools that are grounded in evidence and empathy.”

Beth Brown, managing director of mental health and well-being, Arthur M. Blank Family Foundation: “Our mental health is as important as our physical health, and it's critical for each of us to have the tools and support to foster flourishing mental health and well-being. We're proud to support this effort to make taking care of our minds a visible, celebrated part of our culture.”

The PSAs, available in English and Spanish, will run across broadcast TV, online video, radio, out-of-home and digital platforms through donated media from partners including ABC, Amazon Ads, ESPN, Kargo, LG Ad Solutions, Pinterest and Teads.

www.adcouncil.org

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