Campaigns

Georgia on my mind: Atlanta Falcons, UGA team with Ad Council for new PSA

The 30-second spot features Falcons running back Bijan Robinson and head coach Raheem Morris as well as three UGA players: safety Malaki Starks, linebacker Jalon Walker and defensive back Dan Jackson.

Jack O'Brien

December 17, 2024

3:35 pm

Credit: YouTube / Ad Council

��Ů��һ��Ƶ��߹ۿ�

In the first state-specific edition of its Love, Your Mind initiative, the Ad Council has partnered with the Atlanta Falcons and the University of Georgia (UGA) Bulldogs football team to support mental health awareness in Georgia.

This Peach State-centric edition is supported by a grant from the Arthur M. Blank Family Foundation and represents an expansion of the Ad Council’s ongoing mental health awareness campaign in partnership with The Huntsman Mental Health Institute.

The effort’s latest PSA, which is a new version of The Rituals We Share ads that launched earlier this year, debuted on Tuesday.

The spot was developed pro bono by creative agency partner Walton Isaacson and directed by Nina Meredith of Academy Award-winning production company RadicalMedia.

The Georgia twist on The Rituals We Share came more than six months after the initial PSAs were distributed.

In May, Ad Council announced that 11 professional sports leagues and organizations would collaborate on a series of mental health awareness PSAs.

Some of the leagues participating in the campaign are the National Football League, Major League Baseball, the National Basketball Association, the National Hockey League, NASCAR, the WNBA, the National Women’s Soccer League as well as the WWE.

The timing of the revised campaign launch is strategic as it coincides with a critical section of the football season in Georgia.

The ads are running on donated time on broadcast and digital platforms as the Falcons compete for a spot in the NFL playoffs, while UGA awaits an opponent in the quarterfinals of the College Football Playoff.

Launching the ads during this specific time of year was intended to maximize the campaign’s visibility and impact, according to Nick Sugai, SVP and group campaign director at the Ad Council.

The goal of the Georgia-focused ad campaign is to positively impact behavioral health in the state, which ranks third in the nation for mental health conditions.

He said the Ad Council, like medical marketing agencies and health brands, is aiming to leverage the influence of athletes and sports teams to revamp conversations around mental health with fans — many of whom are men.

Showcasing athletes’ mental health practices and routines is a key part of the campaign, he said, with the goal of normalizing conversations around mental health.

“People hear about the physical preparation and training [of athletes] and that’s what you see,” he said. “But the reality is, a lot of these athletes who are at the top of their game do a lot on the mental health side as well. They have rituals and habits that help them focus, bring that mental clarity for games and take care of their own mental health.”

In addition to the broadcast and digital advertising, the campaign will utilize out-of-home media as well as social media promotion and potential earned media in the state to reach its target audience.

Sugai said the effort’s success will be measured through a tracking survey to assess changes in mental health attitudes and behaviors within Georgia over time.

This version of Love, Your Mind is just the beginning, too, as the Ad Council is already examining ways that this state-level approach could be a model for the future in other states’ sports markets.

From Our Partners

Partner Content

Places to Be 2024

Get to know each of these companies by learning about their culture, work/life balance, D&I initiatives and more.

Partner Content

Turning nudges into big wins in point-of-care marketing

How artificial intelligence can deliver more meaningful business outcomes for marketers.

Partner Content

For pharma brands, streaming is critical for awareness

By leveling up their streaming campaigns, advertisers can achieve big lifts in awareness and sales of their medications among all demographics.

Partner Content

HCG: Accelerating the impact of your science

In a world where healthcare is moving fast, HCG is moving faster. Always ahead of the curve, HCG is spearheading the charge to turn scientific potential into real-world impact.

The song grew faint and louder again, then ceased, and she took her hand off his arm. "By-and-by the Tartars did come in reality, and the signal was sent out again. But this time no army came, nor did a single general turn his face to Pekin. The city fell into the hands of the invaders, and they are there to-day. So much for what a woman did; but it sounds too much like the story of 'The Boy and the Wolf' to be true. I stood equally amazed and alert. The voices still growled in the next room, and my horse's bridle still hung before the window. I peered out; there stood the priceless beast. I came a sly step nearer, and lo! in his shadow, flattened against the house, face outward, was Coralie Rothvelt comically holding the forked stick at a present-arms. Throbbing with a grateful, craving allegiance, I seized the rein. Then I bent low out the window and with my free hand touched her face as it turned upward into a beam of moonlight. She pressed my fingers to her lips, and then let me draw her hand as far as it could come and cover it with kisses. Then she drew me down and whispered "You'll do what I've asked?" His lodgings were situated at the lower end of the town. The accommodation consisted[Pg 64] of a small bedroom, which he shared with a fellow clerk, and a place at table with the other inmates of the house. The street was very dirty, and Mrs. Flack's house alone presented some sign of decency and respectability. It was a two-storied red brick cottage. There was no front garden, and you entered directly into a living room through a door, upon which a brass plate was fixed that bore the following announcement:�� "Meanwhile the clouds were gathering around you. Prout finds your husband's brother by a happy chance. Once he has done this, things become easy for us. The more easy they become for us the more desperate they grow for you. Then you decide that you must recover those notes from Isidore. You take out your motor car, so cunningly disguised in blacklead----" it makes the fourth time. No doubt about it, Daddy, goods are not High in the air, in the first mausoleum, at the head and foot of the white marble cenotaph, covered with letters that look like creepers, are tablets bearing inscriptions which record the life of the hero; and above the sarcophagus rises an almost impossibly light and airy structure��a canopy of white marble supported on columns as slender as flower-stems. And the Indian may be trusted to know of these. Here where the jacales clustered, there was grass and wood and water that might last indefinitely. The fortifications of Nature had been added to those of Nature's man. It was a stronghold. "Certainly," said the Surgeon, stopping on his way. "I guess I can spare a minute. Take off that bandage, my boy." MRS. GORDON: Not those poor things. They're slaves. He left the post with a great oath in his heart, and a thin trickle of blood on his chin. That summer old Mrs. Backfield became completely bedridden. The gratefulness of sunshine to her old bones was counteracted by the clammy fogs that streamed up every night round the farm. It was an exceptionally wet and misty summer��a great deal of Reuben's wheat rotted in the ground, and he scarcely took any notice when Tilly announced one morning that grandmother was too ill to come downstairs. Merritt presently departed; and at eight the two confederates again met. Soon a compact and resolute body of more than twenty men slowly and cautiously proceeded to the castle, and, in double file, ensconced themselves close to the walls, and so contiguous to the gate of usual egress as to be ready to rush in at the first opening. They had stood thus, scarcely drawing breath, for about half an hour; and Merritt, who, with the smith, was at the head of the little band, was about to propose that they should attempt to force an entrance, when the gate opened, and John Byles, who had been engaged upon some business with Calverley, unsuspectingly issued forth. HoME ��Ů��һ��Ƶ��߹ۿ� ENTER NUMBET 0018www.chuwo.net.cn
www.xwjpj.com.cn
www.delongds.com.cn
egeseramik.com.cn
www.fankan.com.cn
www.aisensr.com.cn
hjjust.net.cn
giig.net.cn
binhailv.com.cn
xianeryi.com.cn

��Ů��һ��Ƶ��߹ۿ�

HAYMARKET MARKETING COMMUNICATIONS:

HAYMARKET MARKETING COMMUNICATIONS:

Quick Links

Georgia on my mind: Atlanta Falcons, UGA team with Ad Council for new PSA

��Ů��һ��Ƶ��߹ۿ�

MM+M Media Summit 2025

From Our Partners

Partner Content

Places to Be 2024

Partner Content

Turning nudges into big wins in point-of-care marketing

Partner Content

For pharma brands, streaming is critical for awareness

Partner Content

HCG: Accelerating the impact of your science

��Ů���һ����Ƶ���߹ۿ�

Quick Links

��Ů���һ����Ƶ���߹ۿ�

Related Articles

MM+M Media Summit 2025

From Our Partners

Partner Content

Places to Be 2024

Partner Content

Turning nudges into big wins in point-of-care marketing

Partner Content

For pharma brands, streaming is critical for awareness

Partner Content

HCG: Accelerating the impact of your science

��Ů��һ��Ƶ��߹ۿ�

��Ů��һ��Ƶ��߹ۿ�