Amazon Partners with Athletes for 2025 Mental Health Push

A new digital campaign is making mental health resources more accessible than ever.

A groundbreaking collaboration between the Ad Council, Huntsman Mental Health Foundation, and Amazon Ads has launched The Mind Set, an interactive experience designed to demonstrate how mental health care is essential for achieving personal goals. This initiative, part of the national Love, Your Mind campaign, brings the powerful stories of three celebrated athletes—Skylar Diggins, Laurie Hernandez, and Chaunté Lowe—to the forefront, using their journeys to inspire and empower audiences across the U.S.

A New Kind of Mental Health Resource

At the heart of the campaign is YourMindIsTheMVP.com, a dynamic website where users can explore each athlete's unique mental health journey. The platform offers practical resources, including breathing exercises, gratitude journaling, and meditation. For a personalized touch, users can access these tools through Alexa by saying, “Alexa, make my mind the MVP,” or dive into Amazon Music playlists inspired by the athletes’ defining traits: determination, bravery, and resilience.

Athletes Share Their Stories—and Their Symbols

The campaign’s PSAs, directed by Babak Khoshnoud of Bryght Young Things and developed pro bono by the Amazon Ads Brand Innovation Lab, will be featured throughout 2025 on Prime Video, in the Amazon store, and on the Fire TV landing page. Each athlete has chosen a personal item representing her mental health journey:

• Skylar Diggins, six-time WNBA All-Star, offers her childhood basketball as a symbol of determination.

• Laurie Hernandez, U.S. gymnastics gold medalist, donates her comeback leotard as a symbol of bravery.

• Chaunté Lowe, U.S. high jump record holder, presents her survivor bell as a symbol of resilience.

Fans who interact with three resources on the site can enter a giveaway to win one of these authenticated items, with the sweepstakes open through July 7, 2025.

Voices Behind the Campaign

The campaign is bolstered by passionate endorsements from its partners:

“Mental health is a critical component of overall wellness that affects millions of Americans daily,” Alan Moss, vice president of global advertising sales, Amazon Ads said. “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,” Miranda Barnard, President, Huntsman Mental Health Foundation said. “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,” DJ Perera, chief media officer, the Ad Council said. “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.”

A Growing Movement

Since October 2023, the "Love, Your Mind" campaign has driven over 1.6 million visits to LoveYourMindToday.org, providing free mental health resources to people nationwide. The new initiative builds on this progress, aiming to normalize mental health conversations and encourage proactive self-care.

How to Get Involved

Visit YourMindIsTheMVP.com to explore resources, hear the athletes’ stories, and enter the giveaway. For more on the "Love, Your Mind" campaign, follow along on Instagram, Facebook, X, and TikTok.

Giveaway Details:

No purchase necessary. Open to legal U.S. residents, 18 and older, with or willing to create an Amazon.com account. Sweepstakes ends at 11:59:59 p.m. ET on July 7, 2025. See official rules for details.