The Ad Council has implemented a significant expansion of its “Love, Your Mind” campaign, teaming up with 17 professional athletes, leading sports leagues, media partners and top brands to encourage people nationwide to make mental health part of their daily routine.
The new Love, Your Mind Playbook, created with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation, offers practical tools, personal stories and resources at LoveYourMindPlaybook.org.
The initiative launches with a new PSA series that debuted this morning on ABC’s Good Morning America. Tapping into the cultural reach of sports, the spots invite fans to “make a game plan” for their mental health and introduce the Love, Your Mind celebration — a gesture where athletes form a heart with their hands and point to their head as a reminder that mental health deserves the same care as physical health.
Participating athletes include: A’ja Wilson (WNBA), Alex Bowman (NASCAR), Ali Truwit (Paralympic Swimming), 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) and Tim Ream (MLS & USMNT).
“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 of the Ad Council. “We’re meeting people where they are – on the field, in the stands and at home – to spark meaningful conversations and drive lasting change.”
The PSAs were developed pro bono by Stagwell agencies 72andSunny (creative), Assembly Global (media) and HUNTER (earned). Watch below:
“Paying attention to your mental health is something that should be celebrated,” said Bryan Rowles, partner and chief creative officer at large, 72andSunny. “We partnered with some of today’s most visible athletes to normalize the conversation and emphasize that mental well-being deserves the same focus as physical performance.”
The campaign will roll out across marquee sporting events over the coming years, supported by major leagues including MLB, MLS, NASCAR, NBA, NFL, NHL, NWSL, PRCA, U.S. Soccer and the WNBA. Its first brand activation took place October 12 at Las Vegas Motor Speedway, where NASCAR driver Alex Bowman unveiled a custom “Love, Your Mind” paint scheme for the No. 48 Chevrolet, sponsored by Ally Financial.
The Playbook (also available in Spanish at PlaybookDeConAmorTuMente.org) features mental health tools, tips and “athlete play” videos showing how each athlete stays grounded both in and out of competition.
Since launching in 2023, “Love, Your Mind” has generated more than $90 million in donated media support and over 2.2 million website visits for mental health resources. According to Ad Council research from late 2025, nearly half of U.S. adults ages 18 to 44 are aware of the campaign’s PSAs. The effort is part of the Ad Council’s broader Mental Health Initiative, supported by the Huntsman Mental Health Foundation, the Arthur M. Blank Family Foundation, Ally Financial, AT&T, Bank of America, Delta Air Lines and JPMorgan Chase.
“Mental health is not just a personal issue – it’s a public health priority,” noted Miranda Barnard, president, Huntsman Mental Health Foundation. “By engaging the sports community, this campaign normalizes taking care of our mental health and empowers individuals with tools grounded in evidence and empathy.”
“Our mental health is as important as our physical health,” added Beth Brown, managing director of mental health and well-being, the Arthur M. Blank Family Foundation. “We’re proud to support an effort that makes caring for our minds a visible, celebrated part of our culture.”
Per the Ad Council’s model, the PSAs will run nationwide in time and space donated by media partners across broadcast, digital, out-of-home and audio channels, including ABC, Amazon Ads, ESPN, Kargo, LG Ad Solutions, Pinterest and Teads.
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