- The Ad Council is convening a powerful coalition of professional athletes as well as major sports leagues, media companies and top brands to inspire millions to prioritize their mental health through the cultural influence of sports. The effort includes a new PSA series and resource hub, developed in collaboration with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation.
- The “Love, Your Mind” Playbook at LoveYourMindPlaybook.org offers new practical tools, athlete stories and resources to inspire open conversations and everyday actions that support mental health.
- The initiative introduces the “Love, Your Mind” celebration: by performing this gesture, athletes remind us all that taking care of our mental health is just as important as taking care of our physical health.
NEW YORK, Nov. 19, 2025 – The Ad Council today announced an expansion of its “Love, Your Mind” mental health campaign to encourage people nationwide to prioritize their mental health, featuring a partnership with 17 professional athletes as well as major sports leagues, media companies and top brands. Tapping into the cultural power of sports, the “Love, Your Mind” Playbook – developed in collaboration with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation – offers tools and resources to show people how to prioritize their mental health every day.
The new initiative kicks off with a series of public service advertisements (PSAs), which debuted this morning on ABC’s “Good Morning America,” inspiring viewers to make a game plan to take care of their mental health. The series features leading athletes:
- A’ja Wilson, WNBA
- Alex Bowman, NASCAR
- Ali Truwit, Paralympic Swimmer
- Bijan Robinson, NFL
- Chloe Kim, USA Snowboarding
- Coby White, NBA
- Diego Luna, MLS & USMNT
- Francisco Lindor, MLB
- Jack Eichel, NHL
- Karl-Anthony Towns, NBA
- Macey Hodge, NWSL
- Noah Lyles, USA Track
- Paige Bueckers, WNBA
- Quinton Byfield, NHL
- Russell Wilson, NFL
- Tim O’Connell, PRCA
- Tim Ream, MLS & USMNT
View the Celebrations PSA here:
“The world of sports has tremendous cultural influence – and now, with the ‘Love, Your Mind’ Playbook, we’re opening up new conversations about mental health that are authentic, inspiring and deeply impactful,” said Lisa Sherman, president and CEO, the Ad Council. “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, a gesture in which athletes form a heart with their hands and then point to their head – a simple yet meaningful reminder that taking care of our minds is just as important as taking care of our physical health. The new series was developed pro bono through a collaboration of three Stagwell agencies: 72andSunny for creative, Assembly Global for media outreach and HUNTER for earned media.
“Paying attention to your mental health is something that should be celebrated,” said Bryan Rowles, partner and chief creative officer at large, 72andSunny. “So we partnered with some of today’s most visible professional athletes to help normalize the conversation around mental health — to emphasize that it deserves the same focus and care as physical performance.”
In addition to athlete celebrations, the "Love, Your Mind" Playbook will show up at marquee sporting events over the next several years, amplified by media partners and brands. The initiative’s first brand partnership activation took place Oct.12 at the Las Vegas Motor Speedway, where NASCAR driver Alex Bowman debuted a custom “Love, Your Mind” paint scheme for the No.48 Chevrolet, with a matching helmet, sponsored by Ally Financial.
The PSAs and in-person activations promote the “Love, Your Mind” Playbook, available at LoveYourMindPlaybook.org (in Spanish at PlaybookDeConAmorTuMente.org). The Playbook offers practical mental health tools and resources, as well as “athlete play” videos in which participating athletes share the mental health practices that help keep them grounded, both in and out of the game.
The effort is supported by the following major sports leagues and organizations:
- Major League Baseball (MLB)
- Major League Soccer (MLS)
- NASCAR
- National Basketball Association (NBA)
- National Football League (NFL)
- National Hockey League (NHL)
- National Women’s Soccer League (NWSL)
- Professional Rodeo Cowboys Association (PRCA)
- United States Soccer Federation (U.S. Soccer)
- Women’s National Basketball Association (WNBA)
Since launching in 2023, the “Love, Your Mind” campaign has secured more than $90 million in donated media support, driving more than 2.2 million visits to the campaign’s website for mental health tools and resources. Additionally, Ad Council research fielded in late 2025 shows that nearly half of U.S. adults ages 18-44 (49%) are aware of “Love, Your Mind” PSAs. The campaign is part of the Ad Council’s Mental Health Initiative, whose funders include lead partner Huntsman Mental Health Foundation, the Arthur M. Blank Family Foundation, Ally Financial, AT&T, Bank of America, Delta Air Lines and JPMorganChase.
“Mental health is not just a personal issue, it’s a public health priority,” said Miranda Barnard, president, Huntsman Mental Health Foundation. “By engaging the sports community, this campaign helps normalize taking care of our mental health and empowers individuals with tools that are grounded in evidence and empathy.”
“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,” said Beth Brown, managing director of mental health and well-being, the Arthur M. Blank Family Foundation. “We're proud to support this effort to make taking care of our minds a visible, celebrated part of our culture.”
Per the Ad Council’s model, the PSAs (available in English and Spanish) will run nationwide in time and space donated by media outlets across broadcast TV, online video, out-of-home, radio and digital media platforms, including support from ABC, Amazon Ads, ESPN, Kargo, LG Ad Solutions, Pinterest and Teads.
For more information about the campaign, follow "Love, Your Mind” on Instagram, Facebook, X, Pinterest and TikTok.
About “Love, Your Mind”
"Love, Your Mind" is a national campaign that offers inspiration, community and educational resources to encourage people across the U.S. to be more open and proactive when it comes to their mental health. The campaign was created by the Ad Council, with lead partner Huntsman Mental Health Foundation, to resonate with people across the U.S. who experience mental health challenges – while also holding attitudes and beliefs that may discourage them from seeking help. Additional funding for "Love, Your Mind" is provided by the Arthur M. Blank Family Foundation, among others. The campaign includes partnerships with leading creative agencies and media platforms to reach a variety of different audiences and convenes experts, community leaders and influential voices to reduce the stigma around seeking help.
For more information about the “Love, Your Mind” campaign and to access mental health tools and resources, visit LoveYourMindToday.org or follow the campaign on Instagram, Facebook, X, Pinterest and TikTok.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more.
In November 2022, the Ad Council announced a Mental Health Initiative, uniting brands, marketers, media companies and nonprofits to address the mental health crisis throughout the U.S. at scale. With a founding donation from Huntsman Mental Health Institute, the multi-year initiative aims to change social norms and create a society that is more open, accepting and proactive when it comes to mental health.
To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.
Quote Addendum
“At NASCAR, we know that mental health is just as critical as physical performance — for our drivers, teams and fans alike,” said NASCAR Executive Vice President and Chief Brand Officer Tim Clark. “Partnering with the Ad Council and the ‘Love, Your Mind’ initiative allows us to use the power of our sport to spark conversations that matter and remind everyone that taking care of your mind is part of showing up as your best self, both on and off the track.”
“Mental wellbeing is essential not only for athletes to perform at their best, but also for fans to thrive in their daily lives,” said NBA Senior Vice President of Social Impact & Inclusion Barbara Bush. “The NBA and WNBA are proud to join the Ad Council and other sports leagues on the ‘Love, Your Mind’ campaign to reduce the stigma around mental health and encourage communities to prioritize their total health and vitality.”
"Sports often serve as a cultural compass, and it is our responsibility to use our influential platforms to spark meaningful conversations about issues that affect all of us," said NFL Chief Marketing Officer and Ad Council Executive Committee & Board Member Tim Ellis. "The NFL is proud to partner with the Ad Council to help bring the 'Love, Your Mind' campaign to life, encouraging fans, players, and communities to prioritize their mental well-being as they do their physical health."
“The NHL is honored to once again partner with the Ad Council’s ‘Love Your Mind’ mental health campaign to remind people nationwide that taking care of mental health is critically important,” said NHL Senior Executive Vice President & Chief Marketing Officer and Ad Council Board Member Heidi Browning. “The NHL is deeply committed to advancing the conversation around mental health and we are proud to have two of our players featured in this effort with the help of the NHLPA that is prioritizing and supporting mental well-being.”
“Integrity, excellence and teamwork are at the heart of everything we do at the Professional Rodeo Cowboys Association — both in and out of the arena," said PRCA Chief Marketing Officer Paul Woody. "Supporting the ‘Love, Your Mind’ Playbook initiative is an extension of these values, as we strive to encourage our athletes, fans and communities to prioritize mental health and emotional well-being. By championing open dialogue, we hope to inspire everyone to take everyday steps to care for their mental health.”
“At U.S. Soccer, through Soccer Forward Foundation, we are committed to furthering soccer’s role in health outcomes, both physical and mental,” said Executive Director of the Soccer Forward Foundation Lex Chalet. "The ‘Love, Your Mind’ Playbook is an amazing resource to raise awareness and guidance, encouraging players, coaches, and fans alike that caring for your mind is just as essential as training your body. Together, we can make mental health part of the game plan for everyone.”
Media Contact:
The Ad Council
Ben Dorf
bdorf@adcouncil.org