Ad Council unveils mental-health ad aimed at Black and Hispanic men, beautifully shot by Calmatic

The new :60 kicks off a major campaign, ‘Love, Your Mind,’ that’s all about getting past the barriers to seeking help

Published On
Oct 24, 2023
A young Black girl sitting on her father's shoulders against a blue sky

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Mental health has long been a taboo subject for many Americans. But in a new large-scale, bilingual effort to promote awareness and acceptance of the subject, the Huntsman Mental Health Institute and the Ad Council show the most vulnerable segments of the population that it’s OK to talk about their struggles and emotions.

Launching today, the PSA campaign, titled “Love, Your Mind,” was developed by FCB New York and Chicago, and features a range of media including a 60-second film directed by Calmatic that is stylized as a motivational open letter to our inner selves.

 

The initial ad push is primarily geared towards Black and Hispanic men in the U.S. In 2024, the work will extend to other higher-risk groups, such as women, LGBTQ+ individuals and Asian Americans and Pacific Islanders.

“The Ad Council has had a deep commitment to the issue of mental health for quite some time,” said Heidi Arthur, its chief campaign development officer, noting that “Love, Your Mind” represents the advertising nonprofit’s “most comprehensive” campaign under its wider Mental Health Initiative platform to date.

Featuring elements in English and Spanish, the multimedia effort will run across broadcast TV, radio, out-of-home, social and other media, much of which was provided pro bono. The goal is to reach whom Arthur calls the “down and dug in”—roughly 70 million Americans who are likely to need mental health support in their lifetimes, while also holding negative attitudes that may discourage them from seeking help. (Black and Hispanic men tend to overindex in this group.)

“[This campaign] is going to be everywhere and anywhere our target audience is,” Arthur said.

An out-of-home ad that's part of the Ad Council's new "Love, Your Mind" PSA campaign.

“The intention of the campaign was less about its longevity and focused more on what impact can we make now,” said Mike Williams, executive creative director at FCB New York. “What we were intentional about was giving people credit for what they’re doing already. We acknowledge what they may be experiencing as well as the work they are putting in to help themselves, even if they don’t realize it.”

Both the wide-reaching deployment and tactical media placements of “Love, Your Mind” were modeled on some tried-and-true lessons gleaned from the Ad Council’s Covid-19 vaccine education efforts.

“What we learned loud and clear is that you really can’t design a one-size-fits-all approach,” said Arthur, who added that working with “trusted messengers” during those pandemic-era campaigns was “critical” in having their message connect with audiences—a strategy the Ad Council plans to adapt in the new campaign as well.

Also integral to the campaign is a website, with versions in English and Spanish, that offers free mental health resources categorized by various emotions, diagnosable conditions and “life challenges” such as emotional trauma, relationship issues and substance abuse.

The Ad Council and the Huntsman Institute have also partnered with a number of agencies and community-based organizations to complement their national PSA push with additional activations including spoken-word ads tied to the “How Sweet the Sound” gospel music competition; a mental health summit in New York City on Nov. 9; and a new web series hosted on YouTube’s MannTV.

Credits

Date
Oct 24, 2023
Client :
Ad Council
Client :
Huntsman Mental Health Institute
Agency :
FCB
Director :
Calmatic
Chief Creative Officer :
Michael Aimette
Executive Creative Director :
Mike Williams
Creative Director :
Jorge Bauza
Associate Creative Director :
Lara Polovina
Associate Creative Director :
David Green
Design Director :
Eric FiniBenitez
Senior Designer :
Simon Fernandez
EVP Managing Director :
Suzanne Santiago
SVP Group Management Director :
Rocki Hunter
Account Executive :
Helen Jeong
Associate Director :
Andy Cross
Chief Strategy Officer :
Mollie Partesotti
Vice President :
Emily Hauptle
Director :
Taylor Cunningham
Director :
Bryson Cwick
Analyst :
Sabrina Painter
Senior Producer :
Rachel Perez
Executive Producer :
Lexie Tankersley
Producer :
Natasha Phicil
Producer :
Emann Odufu
Music Director :
Stump Mahoney
EVP Strategic Inclusion :
Marc Wilson
Co-Producer :
project3
Motion Shoot Production :
PRETTYBIRD
Post Production Studio :
Arcade Edit
Post Production Editor :
Kyle Brown
Motion Social Resizes :
Spin Artist
Still Photographer :
Dana Scruggs
Still Production Company :
Tanner & Homes
Music :
Racket Club
Music :
Adrea Lavezzoli
Music :
Justin Hori
Music :
Adrian Womack
Music :
Animal Music
Music :
Sam Merkin
Music :
Paola Altamirano
Music :
Manuk Hovaghimian
Color :
Apache
Online Conform :
Timber
Final Mix/VO Record :
Lime Studios
Spin Artist :
Phil Lee
Spin Artist :
Darryl Manuel
VO Talent Record :
456 Studios
Chief Campaign Development Officer :
Heidi Arthur
SVP Group Campaign Director :
Deborah Leiter
VP Campaign Director :
Anna Rodriguez
Campaign Director :
Tania Sanjurjo
Assistant Campaign Manager :
London Boyd
SVP Marketing & Communications :
Ellyn Fisher
VP Marketing & Communications :
Margaret Files
Manager Marketing & Communications :
Nina Trach
Director :
Elena Havas Taylor
Manager :
Stephanie Addo Wulff
SVP Digital Product Management :
Anastasia Goodstein
Director Digital Product Management :
Ali Barroso
Director Digital Product Management :
Amanda Broughton
Digital Product Manager :
Andrea Mora
Assistant Campaign Manager :
Hadley Britt
Chief Insights and Analytics Officer :
Charysse Nunez
VP Insights & Analytics :
Catherine Chao
Director Insights & Analytics :
Casey Terrell
Manager Insights & Analytics :
Glenne McMillan
SVP Media :
Ashley Menschner
Senior Director Strategy & Digital Products :
Greg Kelly
SVP Corporate Partnerships :
Anthony Signorelli
VP Strategic Partnerships and External Engagement :
Megan Sigesmund
Director Corporate Partnerships :
Ricki Kaplan
VP Group Campaign Director :
Nicholas Sugai
Consultant Community Partnership & Marketing :
Sherry Thompson
Consultant Hispanic Community Partnership & Marketing :
Angela Sustaita-Ruiz
Manager Community Partnership & Marketing :
Nikeya Alfred
Campaign Manager :
Conor Toomey
SVP Analytics :
Anne Deo
Director Campaign Analytics :
Catherine Yarovoi

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