The Ad Council, Huntsman Mental Health Foundation, and Amazon Ads have joined forces to launch “The Mind Set,” an interactive experience aimed at helping audiences understand how caring for mental health supports achieving personal goals. Part of the ongoing “Love, Your Mind” campaign, this initiative leverages the inspiring journeys of three athletes through national PSAs and an immersive online platform featuring mental health resources and engagement opportunities.
Campaign Highlights and Features
- Athlete Stories and Symbols
- Skylar Diggins, Six-Time WNBA All-Star, highlights her childhood basketball as a symbol of determination.
- Laurie Hernandez, U.S. gymnastics gold medalist, features her comeback leotard representing bravery.
- Chaunté Lowe, U.S. high jump record holder, showcases her survivor bell symbolizing resilience.
These athletes openly share their mental health journeys, inspiring users to prioritize mental wellness.
- Interactive Digital Experience
- The “Mind Set” website offers breathing exercises, gratitude journaling, and meditation tools.
- Users can interact via Alexa with the voice command, “Alexa, make my mind the MVP,” to access resources.
- Customized Amazon Music playlists inspired by the athletes’ qualities of determination, bravery, and resilience enhance the experience.
- Public Service Advertisements (PSAs)
- Directed by Babak Khoshnoud and produced pro bono by Amazon Ads Brand Innovation Lab, PSAs will run across Amazon platforms including Prime Video, Fire TV, and the Amazon store throughout 2025.
- User Engagement and Giveaway
- Users who engage with three mental health resources on the site can enter a giveaway to win authentic personal items donated by the athletes.
- Giveaway runs until July 7, 2025, open to legal U.S. residents aged 18+.
Impact and Quotes
- Alan Moss, VP of Global Advertising Sales at Amazon Ads, emphasizes the power of integrating Amazon’s ecosystem to create meaningful mental health support and awareness.
- Miranda Barnard, President of Huntsman Mental Health Foundation, applauds the athletes’ openness in promoting mental health dialogue.
- DJ Perera, Chief Media Officer at the Ad Council, highlights the campaign’s role in inspiring audiences by linking mental wellness to peak performance.
“The Mind Set” campaign advances mental health awareness by combining authentic athlete stories with innovative technology and interactive resources. This collaboration exemplifies how integrated digital platforms can foster open conversations and provide actionable tools to support mental wellness across the nation.
