CAMH Understanding Campaign / CAMH (Centre for Addiction and Mental Health)
Submitted By Ruth Claire Cagara
The campaign, which run throughout the Greater Toronto Area, includes three TV spots, newspaper ads, transit advertising, microsite (www.camhunderstanding.ca) and online banners.
Each execution speaks about the downward spiral of each particular illness, as well as the recovery and hope that comes from treatment. The ads incorporate a variety of hashtags in an effort to start the conversation.
The hashtags work on two levels. Even if you don't chose to use Twitter at a bus shelter the symbol itself implies talking about something. And then there is the mechanism there that allows you to do exactly that.
The innovative campaign was used to encourage understanding and sharing of one of society’s most stigmatized topics: mental illness. The bold campaign avoids generalities and platitudes, revealing the devastating consequences of untreated schizophrenia, alcoholism, depression, bipolar disorder and children with mental illness as well as describing the real hope the Centre for Addiction & Mental Health offers.
The technical challenge was to find a way to integrate the different mechanisms of the campaign and make it easy for people to share the information through different social media platforms.
We achieved this objective through our microsite. The different points of contact lead users to our microrsite where they were presented with hashtags. The hashtags were clickable and lead the user to pick a social media plateform where they were given the option to use a pre-populated message to share or create their own.
CAMH Understanding Campaign
CAMH (Centre for Addiction and Mental Health)
Public Service / Non-Profit
Music & Sound