The Ad Council, Huntsman Mental Health Foundation and Amazon Announce "The Mind Set" to Support Mental Health

Elite Athletes Skylar Diggins, Laurie Hernandez and Chaunté Lowe Appear in National "Love, Your Mind" PSAs to Remind Audiences Why the Mind is the Real MVP

NEW YORK, June 4, 2025 /PRNewswire/ -- The Ad Council, Huntsman Mental Health Foundation and Amazon Ads have collaborated to launch "The Mind Set," an interactive experience designed to show audiences how taking care of their mental health can help them reach their goals. As part of the "Love, Your Mind" campaign, "The Mind Set" leverages the stories of three inspiring athletes – Skylar Diggins, Laurie Hernandez and Chaunté Lowe – in national public service advertisements (PSAs) and a new online experience, YourMindIsTheMVP.com.

"The Mind Set" website showcases each athlete's journey with mental health and allows users to explore "Love, Your Mind" mental health resources like breathing exercises, gratitude journaling, and meditation. Through the campaign activation, users can also engage with mental health resources by saying "Alexa, make my mind the MVP," to their Echo device or the Alexa app. Users can also explore bespoke Amazon Music playlists inspired by the athletes' qualities of determination, bravery and resilience.

The new PSAs, directed by Babak Khoshnoud, director at Bryght Young Things, and developed pro bono by the Amazon Ads Brand Innovation Lab, will appear in donated media across Amazon throughout 2025, including Prime Video, in the Amazon store, and on the Fire TV landing page.

Throughout the experience, the three athletes vulnerably share how taking care of their minds has contributed to their successes. Each athlete has selected a personal object that represents their inspiring journey with mental health:

• Skylar Diggins: Six-Time WNBA All-Star features her Childhood Basketball as a symbol of her determination.
• Laurie Hernandez: U.S. gymnastics gold medalist features her Comeback Leotard as a symbol of her bravery.
• Chaunté Lowe: U.S. high jump record holder features 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 the personal objects of their choice. The items have been generously donated by each athlete and professionally authenticated. The giveaway is open now through July 7.

"Mental health is a critical component of overall wellness that affects millions of Americans daily," said Alan Moss, vice president of global advertising sales, Amazon Ads. "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. This campaign demonstrates how technology can be a positive force in addressing the mental health challenges so many face today."

"These iconic athletes are demonstrating their true passion for mental health awareness by generously sharing their moving stories with the world," said Huntsman Mental Health Foundation President, Miranda Barnard. "These women have achieved such significant feats of athletic greatness in their respective sports, and hearing them talk about their challenges and coping strategies truly helps create a more open dialogue around mental health."

"We are grateful to Amazon 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."

"The Mind Set" is part of the national "Love, Your Mind" campaign, which has driven over 1.6 million visits to LoveYourMindToday.org for free mental health resources since October 2023. For more information about the "Love, Your Mind" campaign, follow "Love, Your Mind" on Instagram, Facebook, X and TikTok.

Giveaway rules: NO PURCHASE NECESSARY. Open only to legal residents of the 50 US/DC, 18 years of age and older who have or create an Amazon.com account. Creating an account is free. Void where prohibited by law. Sweepstakes ends at 11:59:59 p.m. ET on 7/7/25. Subject to Official Rules, including how to enter, prize details, odds, and restrictions, see https://seerules.com/mindset. Sponsor: Amazon.com Services LLC, 2021 7th Avenue, Seattle, WA 98121.

About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more.

In November 2022, the Ad Council announced a Mental Health Initiative, uniting brands, marketers, media companies and nonprofits to address the mental health crisis throughout the U.S. at scale. With a founding donation from Huntsman Mental Health Institute, the multi-year initiative aims to change social norms and create a society that is more open, accepting and proactive when it comes to mental health.

To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram, LinkedIn and X, and view campaign creative on YouTube.

About Huntsman Mental Health Foundation
Huntsman Mental Health Foundation supports Huntsman Mental Health Institute and its mission to transform mental health care through community, research, clinical, and education initiatives. Huntsman Mental Health Foundation is working toward a world where mental wellness is accessible to all and where funding is not an obstacle on the path to well-being by leveraging the power of philanthropic support to break down the barriers that hinder mental wellness, both regionally and nationally. Learn more at: hmhf.org and join the conversation on Instagram, Facebook, X, and LinkedIn.

SOURCE The Ad Council