Nearly 70 million adults in the U.S. are likely to experience mental health challenges but also hold beliefs that may keep them from getting help, according to the Ad Council.

That's why the nonprofit organization partnered with the Huntsman Mental Health Institute at the University of Utah to launch a new stigma-reducing public awareness campaign called "Love, Your Mind."

The effort launches Tuesday with three advertisements, including a one-minute spot focused on Black men and mental health. Two 30-second ads in English and Spanish are designed to resonate with Hispanic men.

Both Black and Hispanic men are overrepresented in the demographic of adults who may benefit from mental health support or treatment but aren't necessarily inclined to seek it, according to the Ad Council.

The ads will appear on TV, radio, and digital formats, and will be shared by leading community organizations. Future ads will focus on other audiences, including rural communities.

The PSA promotes LoveYourMindToday.org, a new website in English and Spanish that helps people explore their emotions and mental health and provides self-care tips and practices.

"With the 'Love, Your Mind' campaign, we are offering people inspiration and actionable steps they can take to make their mental health a priority and experience how that benefits every area of their lives," Lisa Sherman, president and CEO of the Ad Council, said in a statement.