Case study: Ad Council “Love, Your Mind”

The U.S. is currently facing a mental health crisis, with nearly 70 million adults likely to grapple with mental health challenges, all while holding attitudes and beliefs that deter them from seeking help.

Titled “Love, Your Mind,” the campaign is a love letter from your mind, emphasizing the importance of prioritizing mental health, and serving as a powerful reminder that when we tend to our mental well-being, we become better equipped to face life’s challenges.

Leveraging FCB’s proprietary Upstream Inclusion process, we identified a crucial target audience to address first: Black and Hispanic men who are disproportionately affected by mental health issues and simultaneously hold beliefs that discourage them from seeking help. Approximately 1/3 of Black and Hispanic adults fall into this category.

“Love, Your Mind” gently challenges these beliefs by illustrating that they are not alone in their struggles, and that taking care of their mental health and opening up to others can lead you to where you want to go in life.