CAMH
Mental Health is Health
During Mental Health Week, the
Centre for Addiction and Mental Health (CAMH) launched a brand platform anchored
by their new tagline, Mental Health is Health. The integrated campaign
focused on the devastating impact of mental illness by highlighting the
deep-rooted disparity between mental health and physical health. The
campaign made an impact globally and began to change the way Canadians view
mental health.
TV
A powerful launch spot highlighted that not all illnesses are treated equally.
Branded Content
A branded content series tells the stories of people who have experienced the gaps between the way we view physical illness and mental illness.
#MentalHealthisHealth
The hashtag trended globally and achieved over 11, 000 uses during the campaign. Post-campaign the hashtag has been embraced by the mental health community and still sees daily use.
OOH/Social
Thought-provoking questions were posed across social and in out-of-home.
Donation Disparity
An ambient execution of the campaign featured an oversized donation box with messaging encouraging people to give as generously to mental illness, as they would a physical illness.
