Campaign details

Advertiser: CAMH
Brand: CAMH
Agency: Zulu Alpha Kilo
Country: Canada

Campaign Summary

Illness is a universal phenomenon. Regardless of culture, class or age, it is understood as a cause for help and empathy. Yet all that understanding disappears the moment the word "mental" precedes the word "illness". Instantly, the things we hold true about every other form of disease disappear. Stigma replaces concern, and marginalization replaces treatment. Even if it affected a small number of people it would be unacceptable, but with one in five Canadians personally experiencing some form of mental illness in any given year, it's all the more troubling. CAMH set out to begin a cultural shift in how Canadians perceive mental health, with CAMH leading the movement.

Marketing Context