CAMH
Mental Health is Health

During Mental Health week 2018 we launched a powerful new campaign for the Centre for Addiction and Mental Health, Mental Health is Health.

The campaign highlighted not only the devastating impact of mental illness, but the disparity in the way that people with mental illness are treated compared to those with a physical illness. Video elements included a TV spot and a branded content series. In out of home and social, creative posed thought provoking questions. The #MentalHealthisHealth still has people tagging it to this day.

Wins:
ADCC Merit
CMA Bronze x 2
New York Festivals Global Health Awards Finalist
Shorty Social Good Awards Finalist
AME Awards Silver + Bronze
SIA Awards Silver + Bronze
OBIE Awards Silver
Atomic Awards Silver
Graphis Advertising Annual Gold x2
Graphis Poster Annual Honourable Mention
Lürzer’s Archive Best of the Week

OOH

TV

A moving TV spot was directed by Caitlyn Cronenberg.

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.

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. 

Credits:
Art Director: Manali Kulkarni // Writer: Dylan Verwey // Creative Directors Catherine Allen, Ian Simpson // CCO: Zak Mroueh