Cincinnati: Joe Burrow’s impassioned Heisman Trophy speech about poverty in his rural Ohio hometown has evolved into a foundation launched this week by the Cincinnati Bengals quarterback and his parents.

The Joe Burrow Foundation will help provide food and attention to childhood mental health issues in Ohio and Louisiana, where he played college football.

Burrow said the timing was right to launch the effort after the Super Bowl run by the Bengals brought high-profile attention to the quarterback and his efforts on behalf of the food bank in Athens County, where he grew up. The southeastern Ohio county is one of the poorest in the state.