“Love, Your Mind”: The Pioneering Mental Health Initiative From Huntsman Mental Health Institute and the Ad Council

Mental health experts recognize that comprehensive communications programs play a role in addressing the mental health crisis in the United States. In order to reframe discourses around mental health, reduce stigma, and increase prioritization of mental health, the Ad Council conducted extensive research that has fueled the development of “Love, Your Mind,” a national communications campaign launched in October 2023 with founding support from Huntsman Mental Health Institute. This article focuses on insights derived from a large-scale audience segmentation study that identified six segments across total U.S. residents (ages 16–65), differentiated by mental health–related attitudes and behaviors. Insights led to profiling of priority audiences to target in the first phase of the campaign and the development of tailored messaging and media strategies. Analyses of early measures have shown that the campaign has already achieved substantial reach and influence, leading to positive differences in attitudes toward mental health.