BREAKING THE STIGMA AROUND MENTAL HEALTH ISSUES IN THE NFL & BEYOND
“It’s OK to not be OK.”
This message was the Minnesota Vikings mission through the organization’s “Getting Open” content series that focused on all things mental health.
The Vikings have placed an internal emphasis on mental wellness for some time, having implemented multiple resources – including a team clinician and team psychologist, as well as an EAP service – for everyone within the organization.
But it was time to do more.
IDEATION PROCESS
In the wake of the COVID-19 pandemic; the murder of George Floyd, which occurred in the Vikings own backyard; and other hardships, It was time to normalize conversations sometimes difficult to bring to light.
The idea for this series was sparked by Vikings writer/assistant staff writer Lindsey Young, whose personal journey with depression and Generalized Anxiety Disorder impacts her passion for the subject.
When Lindsey saw former Vikings defensive end Jalyn Holmes post resources for mental health support on his personal Instagram account, she connected with Jalyn on the possibility of sharing his story.
One story would be fantastic. But could this potentially become a series?
*Photo: Lindsey Young interviews Dalvin Cook at the 2020 Pro Bowl
SERIES DEVELOPMENT
Knowing mental illness is something that affects so many people, whether directly or indirectly, the Vikings pondered whether there were more stories to tell beyond Jalyn’s.
What started as a potentially four-part mini content series grew into 11 unique segments that shared the experiences and perspectives of current Vikings players, former Vikings and others connected to the organization.
Everyone’s story was told on a variety of platforms and through multiple mediums.
Each segment included a written story, a full-length audio interview and short videos designed specifically for Instagram, Instagram Stories and Twitter. The process became a collaboration between Lindsey and each individual, as she ensured a safe space to discuss vulnerable topics.
PLAYER STORIES
Vikings tight end Tyler Conklin said the following:
“I want to be one of the people where it’s, ‘He’s dealt with mental issues. He’s in the NFL. He’s done things.’ I want to be at the forefront of that. It’s important to show kids younger than us, or show people that are our age or older that, no matter how big and bad you think you are, or matter what you do for a living, you can deal with your mental health.”
"There are people who feel things differently than others and go through things internally that you can't see from the outside," she added. "I think that we just need to be more sensitive and more compassionate when it comes to the subject of mental health." - Ally Courtnall
"Seeing guys speak up about it, it's a real thing. It's a real issue that a lot of people are dealing with, especially right now [during the pandemic]. So it shows strength, in a way; it shows strength in being vulnerable." - Eric Kendricks
*Photo courtesy of Ally Courtnall
You can read the entire Getting Open series on Vikings.com
RESULTS
The impact of Getting Open was felt far and wide, and its reach went far beyond article views and social media impressions.
Emails, Twitter and Instagram messages were sent detailing readers’ own mental health struggles and expressing gratitude to the Vikings for tackling a vitally important topic. Below are a handful of Instagram comments publicly posted:
Thank you Vikes. I lost my 20-year-old daughter to suicide last week. Mental health is real. It can’t be downplayed. Thank you all for being open.
Thank you for posting this. So incredibly important. Therapy is the best decision I've ever made.
Absolutely 💯 Mr Kendricks! I struggle with very bad anxiety! Diagnosed with panic disorder! Your a great person! And one heck of a linebacker! Thank for bringing mental health to the lime light! Skol!!
The Vikings Getting Open series drew the attention of media outlets in the Twin Cities, including FOX 9 and WCCO Radio.
The Vikings fully intend to keep the Getting Open series and its mission moving forward, planning to tell additional stories around mental health in the spring of 2022.
It’s OK to not be OK.
SOCIAL MEDIA AND DIGITAL IMPACT
Not only was the series well-shared in local media outlets and across Vikings.com, it generated a large amount of social media buzz. Players and participants actively shared the stories and opened up the conversation in the comments for readers to reach out and share their experiences. It was important to normalize the conversation around mental health for everyone who felt a connection to the stories.
Social media analytics:
- Interactions: 10,858
- Engagement rate: .3%
- Content impressions: 1.93 M
- Video views: 21,888
- Interactions: 88,145
- Engagement rate: .91%
- Content impressions: 1.64 M
- Video views: 98,871
The series generated hundreds of thousands of web page views and millions of social media impressions. It was widely shared within the community on social media between players, staff, reporters and readers. Most importantly, it sparked a broader discussion about the importance of de-stigmatizing mental health within the professional athlete community.