The US is in the grips of a mental health crisis. Almost 70 million of its adults that are likely to struggle with mental health won't consider seeking help because of reasons such as their beliefs, stigma, a lack of access to resources and financial insecurity. 

This campaign by the Ad Council and Huntsman Mental Health Institute marks one of the most comprehensive communications initiatives around mental health ever launched in the US. 'Love, Your Mind' was developed with the help of extensive market research to resonate with each of the aforementioned 70 million likely to experience mental health challenges. 

The approach was inspired by the strategy: Your mind is your most valuable asset to success.