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Mental Health Awareness Month is over but the focus on behavioral wellness is a year-round effort.

Mental health programs are increasingly at risk or have already been cut across the nation, leaving many to find alternative ways to access care. 

In the face of those challenges, some organizations are stepping up efforts to boost mental health awareness and reduce longstanding stigmatization.

A couple of years ago, the Ad Council and Huntsman Mental Health Foundation teamed up to launch Love, Your Mind, encouraging people to take care of their minds as much as they do their personal relationships. 

That campaign has continued, adding the stories of high-level athletes and how they care for their mental health to stay at the tops of their respective games. The effort even went on Roblox to expand its scope. 

Now, three more athletes are telling their stories in The Mind Set, a recently-launched campaign with Amazon Brands Innovation Lab. 

The campaign is an interactive experience showing viewers how taking care of their mental health can help them reach their goals. 

The Mind Set utilizes three inspiring athletes – WNBA All-Star Skylar Diggins, U.S. gymnastics gold medalist Laurie Hernandez and U.S. high jump record holder Chaunté Lowe – in national public service advertisements and a new online experience at YourMindIsTheMVP.com.

The site showcases each athlete’s journey with mental health and allows users to explore all the Love, Your Mind mental health resources, like breathing exercises, gratitude journaling and meditation. 

Users can also interact with mental health resources by saying, “Alexa, make my mind the MVP,” to their Echo device or the Alexa app. They can also explore curated Amazon Music playlists inspired by the athletes’ qualities of determination, bravery and resilience.

The reason for using prominent athletes is because sports have strong cultural currency, with the power to influence how people think and feel. 

Combining that with authentic stories of people who have experienced mental health struggles and decided to open themselves up and be vulnerable, can be helpful to a greater portion of people, according to said Heidi Arthur, chief campaign development officer at the Ad Council.

“These three women are just such symbols of strength, honesty, authenticity and true experience, plus people know who they are and they’re a trusted voice,” she says.

A preview of The Mind Set demonstrates that these athletes train as much mentally as physically, because, as a text-over shows, “the real MVP is their mind.”

These PSAs, directed by Babak Khoshnoud and developed pro bono by the Amazon Ads Brand Innovation Lab, will appear in donated media across Amazon throughout 2025.

A giveaway to engage

In the videos, the trio of athletes share how they take care of their minds and have contributed to their successes. Each athlete selected a personal object that represents their inspiring journey with mental health. 

Diggins features her childhood basketball as a symbol of her determination, while Hernandez highlights her comeback leotard as a symbol of her bravery. Lowe chose her survivor bell as a symbol of her resilience.

To encourage fans to take care of their minds, users who interact with three resources on the site can enter into a giveaway for a chance to win one of those personal objects. The items have been donated by each athlete and professionally authenticated. 

The giveaway is open through July 7.

“Being able to have these tremendous objects that tie back to their symbol of resilience, bravery, determination – and then having real stories behind them that have true meaning [is invaluable.]” Arthur says. “People have to actually engage with the content to be eligible.”

Amazon Ads helped facilitate the giveaway, extending its passion for helping with mental health causes – as it did with a previous Ad Council initiative focused on parents and caregivers.

“By leveraging the Amazon universe — from Alexa to Prime Video to Amazon Music — we’ve created an immersive experience that doesn’t just raise awareness but provides actionable resources through the voices of these inspiring athletes,” says Alan Moss, VP of global advertising sales, Amazon Ads.

He adds that the campaign demonstrates how technology can be a positive force in addressing mental health challenges.

Continued mental health momentum

While the Love, Your Mind campaign has been a success so far, both in terms of awareness and engagement, the job is far from done.

Research by the Ad Council and Huntsman showed that more than 60% of women self-identify as struggling with their mental health, yet less than half get help.

“We know that there are real barriers, so the impact has to be clear,” Arthur says. “We’re looking at helping people prioritize their mental health and reframe it in a positive way.”

She adds that mental health assistance isn’t just about waiting until people have a crisis, it’s about proactively making it a daily practice.

Thus far, the campaign’s website has accrued more than 1.6 million visits since its launch – which Arthur attributes to the powerful and relatable nature of the stories featured. 

Ultimately, the mission of The Mind Set is to encourage people to go deeper into their mental health, understand why they may feel depressed or lonely and determine what they can do to get help.

“We want people to feel empowered and to feel like taking care of my mental health is as important – and in some cases – more important than my physical health, and normalize it,” Arthur concludes.