Steph Curry and Kaiser Permanente team up to promote mental resilience
Two-time NBA MVP Stephen Curry is gearing up for the playoffs, and one of his best skills is his mental toughness, which is on display in a new campaign for healthcare provider Kaiser Permanente.
The new TV campaign, by Translation, shows how mental resilience helps the NBA All-Star grow as a person and as a top-level athlete – and how it can help anyone overcome day-to-day hardships and excel in life.
Stephen Curry for Kaiser Permanente
The message will air during the 2018 NBA playoffs. This is the third year Curry has partnered with Kaiser Permanente on a public health message, and the second year he is emphasizing the importance of mental health and wellness and its impact on total health. Since 2016, Kaiser Permanente has been active in media and elsewhere encouraging people to understand the importance of mental resilience and to end stigma around mental health conditions.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
“Our caregivers see firsthand many people who experience mental health conditions,” said Bernard J. Tyson, chairman and chief executive. “While we most often hear about the negative side of mental health, we have so many reasons for hope. Mental health conditions are treatable, and we can help people deal with the ongoing stresses of daily life – and build greater resilience. Who better to deliver that message than Steph Curry, who lives in the limelight and practices resilience every day?”
In the ad, ‘Wins and Losses,’ Curry is depicted at various moments in his life, both low and high, from childhood to the present. In one scene, he is knocked down on a playground as a boy and has to get up and dust himself off. In another, as he is drafted by the Warriors, he speaks of learning humility. “My mind,” he says, “is where every challenge I’ve faced is won or lost.” The message: Train your mind to be resilient.
This message builds on an ongoing campaign by Kaiser Permanente, “Find Your Words,” to foster a national conversation about mental health and wellness — and more specifically, to encourage those who need help overcoming depression and other conditions to speak up and get that help. The website provides important links for those who would like access to additional resources.
“Stress adversely affects the health of many of our members and patients, so we wanted to put out a message of hope, embodied by Stephen’s example, that you can manage stress rather than having stress manage you,” said Don Mordecai, MD psychiatry, Kaiser Permanente. “The first step to tackling stress may be to start a conversation with your support system – family, friends and physicians – to begin your path toward resilience. We are happy to partner with the NBA, which has a tremendous reach, so we can bring this message to millions of people who need to know how to start that conversation.”
Kaiser Permanente’s work with Stephen Curry and the NBA is an extension of the two organizations’ shared commitment to improving the health and wellness of fans and the communities in which they live, learn, work and play. The nonprofit has served as the NBA’s official healthcare partner since 2015 and is the presenting partner of NBA Fit Week, and the annual Total Health Forum. Kaiser Permanente also provides the NBA with research-oriented strategic consulting, health-related content, and the development of year-round health and wellness programs.