Kaiser scores NBA all-star Stephen Curry for mental health campaign

Oakland, Calif.-based Kaiser Permanente partnered with two-time NBA MVP Stephen Curry of the Golden State Warriors on a mental health campaign recognizing the importance of maintaining mental focus and resilience to overcome life's challenges, according to MediaPost.

The 30-second ad campaign, "Wins and Losses," documents Mr. Curry's life from his days on the playground, to watching his father be inducted into the Virginia Sports Hall of Fame, to his being drafted to the NBA and his team's championship win in 2017.

"We are recreating some of the pivotal moments in an athlete's development — some positive and some not — to illustrate what makes them stronger not only on the court, but off the court," Christine Paige, senior vice president of marketing and digital services at Kaiser Permanente, told the publication. "It directly addresses the important role of the mind in navigating life's challenges."

The ad will air throughout the 2018 NBA playoff season, which began April 14. This year marks the third year of Mr. Curry's involvement with Kaiser's ongoing campaign, "Find Your Words," which aims to illustrate the importance of mental health and wellness and encourage those with depression or other mental health conditions to speak up and obtain help if needed.

Kaiser has served as the NBA's official healthcare partner since 2015. The health system also provides the organization with strategic consulting and assists in the development of year-round health and wellness programs, the report states.

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