SEATTLE — “I know things aren’t easy, but you still show up.”

Those are the first words of the Ad Council’s new Public Service Announcement on mental health.

Seventy million American adults struggle with mental health challenges, according to new research by the Ad Council. Yet, many of those who struggle don’t get help for a number of reasons.

The Ad Council’s latest campaign, called Love, Your Mind, comes at a time when 49% of Americans ages 16 to 65 report having a mental health condition. Among those, less than half say they’re getting help or treatment.

Data from the Ad Council’s research shows that more than 40% of people who are struggling with mental health don’t even open up to their family or friends.

“There’s a mental health crisis in our country,” said Heidi Arthur, Ad Council chief campaign development officer. “The challenges over the last few years — including the pandemic, the fight for racial justice, the economic downturn — it’s really taken its toll on so many people.”

The new PSAs are presented as a love letter to you from your mind.

“The key messages around Love, Your Mind are you’re not alone,” Arthur said. “It’s OK to not be OK, and it’s time to really prioritize you.”

Through research, the campaign was specifically designed to reach the millions of Americans who are likely to experience mental health challenges and are unlikely to seek help.

“There is a stigma around either seeking help or admitting to the fact that you really have struggles in your everyday life,” said Dr. William Smith, Huntsman Mental Health Institute chief executive administrator.

The initial round of PSAs was developed with a particular emphasis on reaching Black and Hispanic men ages 18 to 45 who are overrepresented among this group.

“We hope together that we can make a step towards help and really hit those populations to let them understand it’s OK, all of us struggle,” Smith said.

The hope is this new campaign inspires adults to nurture their relationship with their minds in the same way they care for their closest personal relationships.