From Adweek · Adweek Staff · · 1m
Mental Health Campaigns Shift from Awareness to Action
How national mental health campaigns can drive real change through athlete advocacy and behavior-focused metrics.
In brief
How national mental health campaigns can drive real change through athlete advocacy and behavior-focused metrics. The 'Love Your Mind' campaign increased mental health resource-seeking by 49% in five months through culturally relevant storytelling and athlete advocacy. Originally reported by Adweek.
Campaign Impact
The 'Love Your Mind' campaign reached 50% awareness and increased resource-seeking by 49% in under five months.
Athlete Advocacy
WNBA star Jordin Canada shares personal experience navigating pressure and vulnerability as a mental health advocate.
Culturally Relevant Storytelling
The campaign localized messaging for Georgia using trusted community voices and authentic athlete advocacy.
Behavioral Metrics
Campaign success is measured through behavior shifts and resource-seeking, not vanity metrics.
Brand Platform Approach
The 'Brand Platform' approach keeps partnerships consistent by treating mental health campaigns like product brands.
Strategic Media Placements
High-traffic, high-dwell placements like airports reach broad, diverse audiences when receptive.
What matters most
The 'Love Your Mind' campaign increased mental health resource-seeking by 49% in five months through culturally relevant storytelling and athlete advocacy.
