In the fall of 2020, the Indianapolis Colts participated in an NFL initiative called My Cause, My Cleats, for which players made known a cause that was near and dear to their hearts by writing it on their shoes. Owner Jim Irsay’s family chose to pen the phrase “Kicking the Stigma” on their footwear to bring awareness to the stigma associated with mental health. That same year they also invested in a national PSA campaign, letting the world know that the Colts view mental health as a critical issue that should be regularly addressed.
Soon thereafter, the Colts launched an official Kicking the Stigma campaign that focused on increasing awareness about the prevalence of mental health disorders in our communities, and to raise and distribute funds to nonprofits and other organizations that expand treatment and research in Indiana and beyond. The Colts’ goal for 2024 is to focus on how best to start conversations around mental health.
“We asked, ‘How can we use the power of the Colts platform to encourage people to treat mental health like anything else – say, a migraine or a broken arm?’” says Brett Kramer, director of Kicking the Stigma for the Indianapolis Colts. “If someone is feeling anxious or down, we want these to become normal conversations to share.”
Where do people tend to gather for connection, check-ins and chats? Coffee shops!
Kramer had been following the American Foundation for Suicide Prevention’s (AFSP) coffee sleeve campaign, so she reached out to the AFSP Indiana chapter to see if there was a partnership opportunity between their two brands.
“The conversations surrounding the coffee sleeves, our respective organizations, and mental health and suicide prevention have felt very natural and organic,” says Brandon Puszkiewicz, Indiana programs manager for AFSP.
As a result of this collaboration, approximately 60 coffee shops, businesses, and other offices and organizations will distribute 75,000 coffee cup sleeves across Indiana during September (National Suicide Prevention Month) and October (National Depression Awareness Month). This will cover areas of Indiana like Indianapolis, Fort Wayne, northwest Indiana, Ellettsville, Huntingburg, Shelbyville, Cumberland, Rockville, Terre Haute, Muncie, Evansville, New Palestine, West Lafayette, Richmond, Hanover and more. These sleeves aim to normalize conversations about mental health, as well as connect the community to mental health resources such as the 988 suicide Lifeline.
“We’ve found through research that stigma, without a doubt, is one of the highest barriers for people seeking help for their mental health,” Kramer says. “The Indianapolis Colts, under the umbrella of the NFL, has an incredible platform. Our reach in our market is ginormous so we’re trying to be responsible stewards of this platform.”
Not only do the Colts have the incredible example of the Irsay family, but they also have an entire locker room of players who have lived experiences with mental health or have a loved one with such experience. Sharing their stories lets others know that vulnerability equals strength.
“These incredible athletes are going through emotions and tribulations,” Kramer says. “They are all great ambassadors of Kicking the Stigma. We’re grateful that they’re transparent in their journeys since so many people of all ages look up to them.”
Because let’s face it…mental health doesn’t discriminate.
“It doesn’t matter where you live, what you’re doing or what your net worth is, it impacts everyone on some level,” Kramer says. “We want to encourage people to be open and honest about how it affects their lives.”
Puszkiewicz says seeking help is a sign of strength, not weakness.
“Many people face challenges with depression, anxiety or other mental health issues, and it’s important to understand that these feelings are not just common, but also valid,” he says. “It’s OK to not be OK, and reaching out for support, whether through friends, family or mental health professionals, can be a crucial step towards healing.”
Going into football season, the Colts are naturally integrating Kicking the Stigma into all they do. For instance, their preseason game on August 17 against the Arizona Cardinals was dedicated to mental health awareness. Prior to the game, both teams wore Kicking the Stigma gear to help normalize mental health conversations. During this game, the Colts invited students from Bring Change to Mind clubs throughout the state of Indiana to line up at the Colts’ horseshoe banner during team introductions.
In addition, during the Colts’ October 20 game against the Miami Dolphins, mental health professionals from across Indiana will be special guests following a thank-you breakfast.
“We want to show our appreciation for the behavioral health workforce because they are the true champions in this space, making an impact day in and day out,” Kramer says.
The Colts are happy to be cultivating so many mental health partnerships. For instance, this past May they partnered with the Indianapolis Indians for a Mental Health Awareness night for one of their games.
“We’re trying to utilize our partners and champions throughout the community in talking about mental health and bringing awareness in these spaces,” says Kramer, who expects collaborations to grow. “We’re grateful we’ve been supported by the community and mental health organizations across the state who have come alongside us in this journey. We can’t do this alone, and we’re not doing this alone.”
Kramer is quick to point out that she’s not a mental health expert. She and her team, however, are experts at using the power of the horseshoe to bring people together, to set an example and to elevate the mental health experts in this space.
“A lot of these organizations don’t get the credit they deserve for the incredible work they’re doing,” she says.
Puszkiewicz encourages all of us to strive to foster environments where open conversations about mental health are encouraged and supported.
“Mental health issues can feel isolating, but no one has to face them alone,” Puszkiewicz says. “Your mental health matters. There is always hope and help available.”
