Who: lg2 and Bell.
What: A extensive media campaign in support of the ninth annual Bell Let’s Talk Day.
When/where: The campaign debuted Wednesday (Bell Let’s Talk Day) and is running across TV, radio and multiple social media outlets. It also includes print and digital display ads and web banners.
How: The campaign is highlighted by the official Bell Let’s Talk Day video (see below) featuring friends of the Bell Let’s Talk program and several Canadian and international celebrities—including Toronto Maple Leafs coach Mike Babcock, CNN’s Anderson Cooper, Ellen DeGeneres, Howie Mandel and Seth Rogen—sharing their message about mental health. The video diary is housed on Facebook, Instagram, Twitter, Snapchat and on the official Bell.ca/LetsTalk website.
The numbers, part 1: For every view of the Bell Let’s Talk Day video, as well as each text, wireless and long distance call by Bell customers, tweet and retweet using #BellLetsTalk and use of the Facebook frame and Snapchat filter, Bell will donate five cents to mental health initiatives across the country.
What else: Bell Let’s Talk is on pace to achieve two significant milestones this year: 1 billion total interactions since the first Bell Let’s Talk Day in 2011, and an increase in the company’s total funding commitment, to more than $100 million.
The numbers, part 2: There are more than 4,000 suicides in Canada each year; 87% of Canadians said they are more aware of mental health issues since Bell Let’s Talk began in 2011; Bell claims that 459,232 individuals have been supported through technology-based mental health programs since the program’s inception.
And we quote: “Social media can often make it seem like people are always happy and living incredible lives. The Bell Let’s Talk Day video we created this year reminds us that this is far from the reality. Fortunately, social platforms also give us the opportunity to share powerful messages and ignite important conversations to help end the stigma surrounding mental illness.” —Nicolas Dion, partner and creative director, lg2.