A handful of celebrities including Michael Bublé, Alessia Cara, Vanna White and Josh Groban talk about their mental health and offer suggestions for others in a new ad published today for “Bell Let’s Talk Day.”

The theme of this year’s effort is about how important it is to just be there for those needing help. That message was depicted in the earlier ad campaign by lg2 that called on people to “Keep Listening” and “Keep Being There” for those struggling with their mental health.

The new video serves a key function in fundraising for mental health causes: Each view on Facebook, Instagram, Linkedin, Pinterest, Snapchat, TikTok, Twitter and YouTube generates a five-cent donation by Bell.

“The past two years have been particularly hard on everyone,” said Nicolas Dion, lg2 partner and creative director, in a release introducing the new video. “When it comes to talking about mental health, we’re often unsure if we’re helping, or maybe we’re not sure what to do at all. This year’s campaign tries to show that just continuing to be there makes a huge difference.”

Now in its 12th year, Bell Let’s Talk has garnered huge awareness across the country, though critics have suggested there is some hypocrisy in the cause when Bell has been accused of being callous in its attitude towards the mental health of its own employees.

Critics aside, however, the Bell Let’s Talk program has generated $120 million in donations to various mental health initiatives across Canada.

“Twelve years ago, starting a nationwide conversation about mental health was definitely going against the grain,” said David Kennedy, vice-president, brand and sponsorship, Bell Canada. “But in 12 years Bell Let’s Talk has become an annual conversation that reinforces the importance of mental health and what we can all do to make a difference.”

Production partners on the campaign include Gorditos, Consulat, Post-Moderne, CAG, BLVD, Circonflex, while Media Experts handled media.