In November 2022, the Ad Council unified new and existing mental-health-focused campaigns under a cohesive Mental Health Initiative with the goal of creating a society that is more open and proactive when it comes to mental health. Now, for this May’s Mental Health Awareness Month, we are exploring the ways in which the campaigns that make up this initiative have utilized distinct tactics and messaging to get mental health resources to the communities who need them, while working in tandem to address the issue holistically.
The Ad Council’s Mental Health Initiative is made up of four campaigns, each with a distinct audience and mission:
- The “Love, Your Mind” campaign encourages adults to prioritize their own mental well-being, offering a wide variety of free expert-vetted and culturally resonant resources.
- “Sound it Out” gives parents tools to facilitate conversations about difficult emotions with kids and teens.
- “Seize the Awkward” acknowledges that three in four young adults turn to their peers for support, especially in times of crisis, and equips young adults with tools to help their friends in turn.
- “Don’t Wait. Reach Out.” speaks directly to veterans, breaking down barriers to asking for support, and providing resources for family and friends to help their loved ones through difficult moments.
It is not just audiences that distinguish these campaigns from one another—campaign tactics and partnerships have further enabled each campaign to convey its message in innovative ways. In recognition of Mental Health Awareness Month, let’s take a closer look at how these campaigns are finding ways to connect with audiences in today’s media landscape.
Love, Your Mind
In the United States, 58% of adults aged 18-65 report facing mental health struggles; less than half of them are getting help, and only a third feel comfortable asking loved ones for support. The Ad Council, with lead partner Huntsman Mental Health Institute, launched the “Love, Your Mind” campaign in 2022 to address this crisis.
The “Love, Your Mind” campaign has created a wide breadth of creative, and has extended an already significant campaign reach with innovative partnerships. In 2024, the launch of the “Rituals We Share” content series, created pro bono by Walton Issacson, united 11 professional sports teams and organizations to leverage the esteem fans hold for professional athletes and the special place that sports hold in American culture.
Building on the success of the “Rituals We Share” series and with additional support from the Arthur M. Blank Family Foundation, “Love, Your Mind” extended the series to Georgia, which ranks third in prevalence of mental health conditions among all US states, according to Mental Health America. The latest Georgia-specific launch features college and professional athletes from eight teams and organizations across Georgia. Launched on May 1 to mark the beginning of Mental Health Awareness Month, the series leverages the star power of beloved sports heroes to show fans how taking care of their minds sets them up to succeed in life. The creative, which will appear in Georgia throughout 2025 and beyond, also directs audiences to free resources on a new website with localized resources, Georgia.LoveYourMindToday.org.
This latest extension of the ongoing national campaign is part of an overall strategy to unite localized and national efforts to reach target audiences with a unifying message focused on reducing stigma and encouraging audiences to prioritize their mental health.
The campaign has made significant impact since its launch, with three in four campaign-aware adults stating that actively caring for their mental health is a top priority. See more from the “Love, Your Mind” campaign at LoveYourMindToday.org
Sound It Out
Nearly half (45%) of young people ages 10 - 24 are struggling with their mental health – and parents can play a vital role in supporting them. Research tells us that young people want to confide in their parents to express their feelings without fear of judgment, but they believe that adults may not understand and often try to offer solutions rather than simply listening.
The “Sound It Out” campaign, from the Ad Council and Pivotal, empowers parents and caregivers to have better conversations with their adolescent children about their emotional wellbeing through active listening. It offers free resources in English and Spanish to help parents build a strong foundation of trust and keep lines of communication open during a critical period in their child’s life. This is especially important as they shift their focus from family to friends and start experiencing new social and academic pressures.
Parents and caregivers can visit SoundItOutTogether.org (or EscuchandoSentimientos.org) to find:
- A holistic step by step walkthrough to guide them as they learn, listen, talk and reflect.
- Emotion guides on topics like anxiety, anger, body image and digital life.
- A Conversation Starter Pack to help them open up a conversation.
- An interactive digital experience where parents can practice active listening by hearing from kids sharing, in their own words, what they want their parents to hear.
- Additional resources to understand when more than a conversation is needed and how to get help.
Watch the latest creative, created pro bono by McCann: Listening Is a Form of Love
Audiences can also follow “Sound It Out” on Instagram, TikTok, Facebook and X for relatable, digestible and culturally relevant content highlighting ways parents can connect with their children as they navigate their own experiences. From inspirational messages to parenting tips to featuring parent creators like Kyana (@blackadventuremom), Yvette (@yvetteg23), and Kier (@kiergaines), “Sound It Out” channels offer parents and caregivers a space to grow and a community for support.
Seize the Awkward
Launched in January 2018, “Seize the Awkward” seeks to encourage young adults, ages 16-24, to reach out to friends who may be struggling with their mental health. The campaign is a collaboration between the American Foundation for Suicide Prevention, the National Alliance on Mental Illness and the Ad Council.
Since over 76% of young adults will turn to a peer in a time of crisis for support, the campaign addresses the barriers to initiating and continuing conversations about mental health issues and emotional challenges, which can sometimes feel difficult or awkward – but don’t have to be. The campaign also provides tips and resources to help young adults navigate these conversations effectively.
Now in its seventh year, the campaign continues to provide young people with the inspiration, tools and language to help them have meaningful conversations with friends and help them get the support they need. Learn how you can Seize the Awkward by following @SeizeTheAwkward on Instagram and visiting SeizeTheAwkward.org.
Don’t Wait. Reach Out.
The "Don't Wait. Reach Out." campaign, first launched in 2021 by the U.S. Department of Veterans Affairs (VA) in partnership with the Ad Council, continues to make strides in suicide prevention among Veterans. Last year, the campaign launched new video, radio and out-of-home advertisements entitled “The Bravest Thing,” created to resonate with both Veterans and their families. By featuring real Veterans alongside their loved ones, the work reminded viewers that seeking help is a courageous and necessary step towards healing. Additionally, the campaign’s evergreen toolkit provides comprehensive resources, including social graphics and other downloadable materials, to support Veterans year-round.
Veterans are a crucial audience for the VA and as part of Ad Council’s mental health initiative due to their higher risk of suicide compared to the general population. Stressful life events like divorce or job loss can be risk factors and this campaign is designed to support Veterans across a wide range of life challenges, before these problems become overwhelming. By encouraging Veterans to reach out, the campaign aims to reinforce the message that reaching out for help is a sign of strength. Over 3.5 million Veterans who are struggling are aware of our campaign and have taken action to reach out for help in the past six months.
Learn more about the campaign's impact and strategies, including how it continues to raise awareness, provide resources and encourage Veterans to reach out for support if they are struggling. This article explores the nuances of the latest campaign launch and its tailored approach to addressing the unique challenges faced by Veterans.
Mental Health Awareness Month and Beyond
As a part of the Ad Council’s Mental Health Initiative, each of these campaigns seek to address the mental health crisis in the United States as a whole.
Beyond their Mental Health Awareness Month activations, these campaigns are active year-round, ensuring that Americans are receiving the support, education and resources that can address the mental health crisis, and even save lives. They are an important reminder that mental health matters, and not just in the month of May.
Photo by Mikhail Nilov/Pexels