Bell Canada continues the conversation

Since 2010, Bell Canada has rallied Canadians to participate in its "Let's Talk Day" campaign to erase the stigma attached to mental health. For every text and long-distance call made by Canadians, as well as for every image shared on Facebook and tweet with the hashtag #BellLetsTalk, Bell donates five cents toward mental health-related initiatives.

For 2013, Media Experts planned and executed a month-long national media campaign, which launched with a wave of ads portraying stark examples of mental illness and establishing the program's identity.

The second set of ads launched a week later, clearly identifying Bell's role in the program and introducing the "Let's Talk Day" spokespeople, such as Olympic champion Clara Hughes and comedian Michel Mpambara, who encouraged people to "join the conversation" by sharing a personal story of their own struggle with mental health.

The campaign also included promoted tweets, promoted stories on Facebook and YouTube masthead takeover on the actual "Let's Talk day," driving almost 500,000 Canadians to post more than 1.5 million tweets about mental health.