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Key Takeaways:
- Top Georgia athletes team up for the Ad Council’s “Love, Your Mind” to champion everyday mental wellness in local communities.
- Agency Walton Isaacson crafts new PSA creatives highlighting athlete rituals, showing how mental health is a shared human experience.
- The statewide campaign encourages fans to seek support and visit online resources to better care for their emotional well-being.
Mental health gets its spotlight in Georgia this May as the state’s biggest athletes come together to send fans a powerful message: your mind matters.
The new phase of the Ad Council’s national “Love, Your Mind” campaign was intentionally launched in time for Mental Health Awareness Month.
It enlists local sports stars from eight major organizations to inspire fans to care for their mental well-being. From the MLB to the PGA TOUR, the roster includes:
- Atlanta Braves' Michael Harris II
- Atlanta Dream's Jordin Canada
- Atlanta Falcons' Bijan Robinson
- Atlanta Hawks' Kevin Willis, retired player
- Atlanta United's Brad Guzan
- Clark Atlanta University Women's Basketball's Denise Stine and Trinity Jones
- PGA TOUR's Stewart Cink
- University of Georgia Football's Dan Jackson, Malaki Starks, and Jalon Walker
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These athletes appear in a series of heartfelt public service ads backed by the Arthur M. Blank Family Foundation and created with the help of creative agency Walton Isaacson.
“Sports have a unique power to unite communities, and we're harnessing that influence to encourage fans to prioritize their mental well-being,” said Beth Brown, managing director of mental health and well-being at the Blank Foundation.
“By joining forces to champion mental health, these athletes are breaking down barriers and starting conversations that can truly change lives."
This latest campaign addresses a pressing issue based on Ad Council research conducted in late 2024: only one in four adults in Georgia strongly agree they know how to care for their mental health.
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The PSAs hope to shift this reality with the trust and admiration fans already have for their local sports heroes.
The Ad Council Chief Campaign Development Officer Heidi Arthur echoed this sentiment, expressing excitement in "mak[ing] a meaningful impact in Georgia and beyond.”
Creative agencies help brands humanize even their biggest ambassadors, making their stories truly resonate with audiences.
It's a great way to stay grounded through powerful brand storytelling, building emotional connections with real people.
Focusing on Everyday Human Moments
Directed by Nina Meredith of Oscar-winning production company RadicalMedia, the latest PSAs expand on the campaign’s “Rituals We Share” series.
Rather than highlighting the glory of athletes, the films focus on personal rituals.
The quiet routines, moments of doubt, and small victories that athletes and fans experience every day.
“By spotlighting the humanity behind the hero, we show how mental health is a shared experience — not a silent struggle," Walton Isaacson CEO Aaron Walton explained.
The campaign’s media run will cover broadcast TV and digital platforms across Georgia throughout 2025, leading viewers to a landing page with free mental health resources.
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“Love, Your Mind” first launched in October 2023 with the Huntsman Mental Health Institute as the lead partner.
Since then, it’s driven nearly 1.6 million visits to its website and amassed over 27.6 million views online.
And now, with Georgia’s favorite athletes stepping in, it just got bigger, carrying the message that real strength isn’t just in physical performance, but also taking care of your mind.
Meanwhile, Pepsi and David Beckham recently teamed up for the new "Thirsty for More" campaign championing personal freedom.
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