The Ad Council is bringing another high-profile athlete into the conversation around mental health.
For its latest public service announcement, it teamed up with Olympic gymnast Jordan Chiles to share what keeps her most grounded.
The new spot stars the two-time Olympian, who discusses the role music plays in supporting her mental well-being both on and off the mat.
For Chiles, the campaign reflects an issue she has spoken about personally.
"I want to shine a light on mental health because of the huge role it's played in my own life," she said.
"I've learned to slow down, breathe, and lean on the things that ground me, especially music — a song can calm your mind or lift your spirit when you need it most.
Notably, the latest push also serves as an extension of the Ad Council's "Love, Your Mind" initiative created by FCB.
Since its creation, it has always been about creating uplifting PSAs that shed light on important topics.
"Caring for your mind is a strength, and I joined the 'Love, Your Mind' Playbook initiative because I want people to know that," Chiles added.
The campaign was developed with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation.
It uses the influence of sports to connect audiences with tools and resources that encourage people to prioritize their mental health every day.
Music also plays a role in the PSA itself, with one of Chiles' favorite artists, Victoria Monét, providing the soundtrack through her song "The Greatest."
A Familiar Mission
Produced by BYT, with the wider Playbook developed by 72andSunny, the latest installment starts with Chiles getting ready for a quick workout session on the mats.
She then tells the viewers how big a role music plays in her sport.
"Music is something that soothes me. It definitely is a way for me to calm my nerves," she explained.
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Despite going through anxiety and depression, Chile remains thankful she has music, and encourages viewers to prioritize and take care of their mental health.
She ends the spot by talking directly to the audience: "Love, your mind."
Overall, the spot's message aligns with the organization's wider brand values of making mental health resources easier to access through relatable storytelling.
The "Love, Your Mind" Playbook initiative remains an ongoing effort to bring together athletes across different sports while encouraging fans to prioritize their own well-being.
The campaign also follows earlier "Love, Your Mind" efforts that reached different audiences through trusted voices.
Most recently, the Ad Council partnered with Sesame Workshop to encourage new mothers to prioritize their mental health.
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It shows how the platform continues adapting its message to specific communities as it keeps the same goal of increasing awareness and connecting people with support.
Trusted Voices Drive Action
Public trust plays a significant role in health messaging.
Research from the American Psychological Association has found that public figures sharing their own mental health experiences can help reduce stigma and encourage others to seek support.
Three lessons stand out for marketers:
- Choose advocates who share real experiences: Personal stories carry more credibility when the spokesperson has a genuine connection to the issue.
- Keep the action simple: Encouraging everyday habits can make behavior-change campaigns feel more achievable than focusing only on long-term outcomes.
- Grow a platform over time: Expanding an existing initiative with new voices helps establish recognition while reaching different audiences through shared purpose.
All in all, behavior-change campaigns become more memorable when familiar faces make personal conversations feel less intimidating.
Our Take: Can One Story Reach Millions?
The smartest part of this campaign is that Jordan Chiles talks about something so universal and ingrained in almost everyone's daily routine: music.
And while it sounds overly simplistic, the message remains powerful.
We often think mental health campaigns need dramatic moments to leave an impression.
Here, the takeaway is much smaller, and that's what gives it weight.
We walk away remembering a habit instead of a slogan.
Overall, while big personalities may draw the audience in, it's the ordinary moments that stay with people after the campaign ends.
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