Ad Council and U.S. athletes team up to encourage you to “Love, Your Mind”
June 4, 2025 | By Justin Kirkland, Senior Editorial Manager
Whether at the starting line, on the balance beam, or from the top of the key, athletes inspire the masses every day. But when they open up about the intimate feelings they have behind closed doors? That has the power to affect just as many.
To kick off June, the Ad Council’s “Love, Your Mind” campaign and HAQM Ads launched “The Mind Set”—an interactive experience designed to show audiences how taking care of their mental health helps them reach their goals. “The Mind Set”—available at YourMindIsTheMVP.com—includes public service advertisements (PSAs) from three elite athletes’ stories featuring a meaningful personal item. WNBA superstar Skylar Diggins features her Childhood Basketball as a symbol of her determination. U.S. gold medal gymnast Laurie Hernandez features her Comeback Leotard as a symbol of her bravery. U.S. high jump record holder Chaunté Lowe features her Survivor Bell as a symbol of her resilience. Those PSAs are available alongside resources developed by leading mental health experts on behalf of the national “Love, Your Mind” campaign.
Athletes share their meaningful personal items as part of the campaign
“Mental health is a critical component of overall wellness that affects millions of Americans daily," said Alan Moss, Vice President of Global Advertising, HAQM Ads. "By leveraging the HAQM universe—from Alexa to Prime Video to HAQM Music—we've created an immersive experience that doesn't just raise awareness but provides actionable resources through the voices of these inspiring athletes. This campaign demonstrates how technology can be a positive force in addressing the mental health challenges so many face today."
“The Mind Set” experience harnesses the power of the holistic HAQM canvas with bespoke HAQM Music playlists and an Alexa theme inspired by the athletes’ mental health journeys. “Love, Your Mind” resources are incorporated into each athlete’s story, encouraging users to take care of their minds with mental health rituals like breathing exercises, gratitude journaling, and meditation.
The campaign highlights the power of HAQM’s canvas, leveraging a full-funnel approach that helps the messaging from “Love, Your Mind” to reach audiences in more meaningful, relevant ways. Part of the campaign features a custom landing page on HAQM.com, with a groundbreaking digital experience dedicated to mental health awareness. In addition to watching the athletes’ stories, visitors can explore personal objects the athletes have chosen to symbolize their journeys—Diggins’ basketball from her youth, Hernandez’s leotard worn in her 2021 return to competition, and Lowe’s bell she rang after beating breast cancer. On top of these deeply personal touches, the landing page offers an assortment of mental health rituals. In addition to the landing page, viewers can also choose to be redirected to the Fire TV landing page experience via assets on their Fire TV home screen.
“The Mind Set” landing page on Fire TV
“We are grateful to HAQM for activating its extraordinary range of touchpoints in support of mental health awareness,” said DJ Perera, Chief Media Officer, the Ad Council. “Our audiences look to athletes for inspiration, and through this collaboration, we can show how taking care of our minds helps us all perform at the top of our game, both physically and mentally.”
To encourage audiences to prioritize taking care of their minds, once users engage with three components of each athlete’s experience, like the “Love, Your Mind” mental health resources, the athlete-inspired HAQM Music playlists, or long-form stories, they can enter into a giveaway for a chance to win this one-of-a-kind memorabilia generously donated by each athlete.
Audiences can enter a giveaway for a chance to win one-of-a-kind memorabilia
The new PSAs, directed by Babak Khoshnoud and developed pro bono by HAQM, will appear in donated media across HAQM through 2025, including Prime Video, in the HAQM store, and on the Fire TV landing page.
Visit YourMindIsTheMVP.com to explore free “Love, Your Mind” resources and each athlete’s mental health journey. Or ask, “Alexa, make my mind the MVP.”
“The Mind Set” is part of the national “Love, Your Mind” campaign, which has driven nearly 1.6 million visits to LoveYourMindToday.org for free mental health resources since October 2023.