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In the latest iteration of the Love, Your Mind campaign created by the Ad Council in partnership with The Huntsman Mental Health Institute, 11 professional sports leagues and organizations collaborated on a series of mental health awareness PSAs. 

Some of the leagues participating in the campaign are the National Football League, Major League Baseball, the National Basketball Association, the National Hockey League, NASCAR, the WNBA, the National Women’s Soccer League as well as the WWE.

The series of ads, titled The Rituals We Share, were produced pro bono by creative agency Walton Isaacson and directed by Nina Meredith, of the Academy Award-winning production company RadicalMedia.

A 90-second ad debuted Thursday morning at the tail end of Mental Health Awareness Month and focuses on the pregame rituals undertaken by athletes to perform at the highest level. 

“Everyone has a ritual; that small thing to keep us focused,” the voiceover states. “A habit we never skip to clear our mind and elevate our performance. What do you do to keep your head in the game, to drown out the self doubt and support your mental health?”

The ad further states that being best isn’t solely about taking care of one’s body but also taking care of one’s mind and mental health.

These athlete-centered ads come at a busy time in the sports calendar as numerous leagues are in regular season action while the NBA Finals and Stanley Cup Finals are around the corner.

Going forward, the Love, Your Mind campaign will roll out 30-second spots featuring a group of three to four participating leagues and sharing videos on social media of athletes discussing their efforts to make mental health a priority in their routines.

The participating leagues are providing social media amplification as well as coverage on their respective media channels.

As with other campaigns supported by the Ad Council, these commercials will run nationwide courtesy of time and space donated by media outlets.

This chapter of the campaign, which kicked off in October after being developed by  creative agencies FCB New York and FCB Chicago, builds on the connection between sports and mental wellbeing. 

Dr. William A. Smith, chief executive administrator at the Huntsman Mental Health Institute, told MM+M that given how popular and revered athletes are, it’s important for them to take the lead on breaking down misconceptions around mental health issues.

“Sports are one of the keystones of our society and we know that nowadays, athletes are taking not only their physical health seriously, but their mental health, too,” he said. “If they can be a role model about some of those strategies that they’re using to balance their life and make sure they’re addressing their mental health needs, then they can be a spokesperson and an example for other people to follow.”

The campaign already took a deliberate step in this direction earlier in the spring when it enlisted ESPN personality Stephen A. Smith to star in an ad where he discussed his own behavioral struggles and how he developed coping strategies to overcome them.

By bringing on a well-known sports talk show host that is often considered a paragon of modern male machismo to speak honestly about his vulnerabilities, Smith said people have felt more open about engaging with the campaign’s website and educational resources.

Since its launch, Love, Your Mind’s website has accrued nearly 1 million impressions, according to Smith and he said he expects that number to grow with the debut of these PSAs.

He added that while having athletes lead the charge for mental wellness, utilizing the concept of daily rituals is also relatable for viewers. By establishing habits that can center themselves, whether through a balanced diet, exercise or meditation, Smith said people can better handle the pressures they face on a regular basis.

“There are a lot of serious things that we have to go through in our work life, our personal life and our family life that require rituals,” he noted. “These can be rituals that say, ‘Hey, I have to prioritize my health if I’m going to be the best father, I’m going to be the best husband I can. I have to take time for myself to make sure that I show up right.’”

Smith said the campaign has been well-received, which he views as a sign of success and encourages medical marketers and advertisers to continue to emphasize the importance of mental health in sports.

When looking at room for improvement, he noted that more needs to be done to diversify the mental health workforce to ensure proper representation, improve access to these services across the country and continue to break down long-held stigmas.

To read an August 2024 article on the Elmo effect, a social media wellness check that spurred a mental health survey, click here.