Mental health campaigns can do more than raise awareness. Done well, they can change behavior, challenge stigma, and help people take meaningful action.
In this episode of Adspeak by ADWEEK, host Audrey Kemp speaks with three communication leaders: Heidi Arthur, chief campaign and program officer at the Ad Council; Sherrie Mazur, managing director of communications at the Arthur M. Blank Family Foundation; and WNBA star Jordin Canada.
They explore how the national “Love Your Mind” campaign was localized for Georgia through culturally relevant storytelling, trusted community voices, and authentic athlete advocacy.
The conversation examines why vulnerability can make athletes powerful messengers, how a “Brand Platform” approach keeps partnerships consistent, and how strategic media placements can reach audiences when they are most receptive.
The guests also share why campaign success should be measured through behavior and resource-seeking, not vanity metrics.
With awareness reaching 50% and resource-seeking increasing 49% in under five months, the episode offers a practical look at turning mental health messaging into action.
What you’ll learn:
- How to localize a national campaign
- Why leveraging athletes’ influence, not just celebrity status, builds authentic credibility
- The “Brand Platform” approach: treating a cause campaign like a product brand
- How to choose high-traffic, high-dwell placements (like airports) to reach broad, diverse audiences
- Why impact should be measured through actual behavior shifts and resource-seeking
- How brands can avoid tokenism on mental health by partnering with clinical experts
About the guests:
Heidi Arthur is Chief Campaign and Program Officer at the Ad Council, where she oversees national initiatives like Love Your Mind and transforms empathy into measurable action. With expertise in using communications to address critical social issues, she leads the Ad Council’s mission to leverage donated media and cultural influence, particularly through sports and trusted athlete voices, to drive behavioral change.
Sherrie Mazur is Managing Director of Communications at the Arthur M. Blank Family Foundation, responsible for bringing national mental health initiatives to local communities with cultural relevance and measurable impact. Her work bridges philanthropy and grassroots activation by uniting diverse sports organizations and leveraging trusted local voices to destigmatize mental health conversations.
Jordin Canada is a guard for the Atlanta Dream (WNBA) and a vocal advocate for mental health destigmatization both on and off the court. As a featured voice in the “Love Your Mind” campaign, she shares her personal experience navigating pressure, vulnerability, and the importance of seeking support as a professional athlete.
