AI-Powered Media Solution for Adult Mental Health
Sponsor: Kargo
The Challenge
The Ad Council's Love, Your Mind Sports campaign was designed to encourage adults to treat mental wellness as a daily priority and reduce the stigma associated with seeking support. To maximize impact, the team sought an innovative approach to identify and engage consumers who may be reluctant to seek professional mental health care, including adults who prefer to manage challenges on their own or have concerns about reaching out.
Our Solution
The Ad Council partnered with Kargo to leverage Karlo, Kargo's agentic AI platform, to help reach and engage Care-Hesitant Adults at scale. Using a seamless AI-driven media buying workflow, Karlo identified the target audience and delivered the campaign across premium content environments including backsplash banners on mobile/desktop and enhanced CTV. Impact was measured through a third-party brand lift study conducted by Upwave.
Results
The partnership delivered approximately 2.5 million impressions and demonstrated how AI-powered audience intelligence can help campaigns for social causes connect with hard-to-reach audiences by increasing awareness and message retention.
We’re grateful to our partners at Kargo for tapping this innovative new agentic media approach to help us meaningfully engage an audience that can truly benefit from mental health messaging and resources. This partnership is a powerful example of how the Ad Council’s Mental Health Initiative leverages the best of marketing, media and AI technology to improve mental health outcomes for those who are struggling.
PARTNERSHIP ELEMENTS
- Custom enhanced CTV ad placement
- Custom backsplash banner ad placements for mobile and desktop
- Donated programmatic inventory across a month-long flight
- AI-powered audience identification by Karlo
- Care-Hesitant Adult audience targeting by Karlo
- Third-party measurement through Upwave
Partner With Us
Our capabilities are vast and potential opportunities endless. We would love to partner with you to tell a great story for your brand and our campaigns. Let's develop custom solutions that bring social impact to life on your platform.