TORONTO, June 11, 2012 /CNW/ - "You just need a night out....or perhaps
it's a 21 day stay". CAMH, the Centre for Addiction and Mental Health,
launches a fresh and provocative new awareness campaign citywide today
by asking people to re-evaluate their outlook on mental illness. As
Canada's largest mental illness and addiction academic health science
centre, CAMH plays an instrumental role, leading in system-building,
societal conversations and advocating for social justice. In
positioning mental health as the issue of our times, CAMH is asking
everyone to "defeat denial and help defeat mental illness."
The creative platform that DentsuBos has helped create stems from the
reality that society tends to dismiss, ignore and overlook mental
illness. This campaign puts a very personal and relatable lens on the
issue and encourages a reader/viewer to self-evaluate and question
their own actions, words and values. CAMH recognizes that a campaign
that takes a one-on-one perspective is key to changing the way we speak
to each other when faced with a potential mental health problem.
Challenging attitudes of denial at the individual level will also help
advance mental health issues in society at large.
"Our commitment is to lead change in mental health. However, we
recognize we can't do it alone. We need our community partners and the
public to play a critical role," said Dr. Catherine Zahn, CAMH
President and CEO. "We've all heard or said things like 'Don't worry,
it's just a phase', 'It's all in your head', 'Snap out of it' and 'You
just need a night out'. While we're all familiar with this trivializing
language, until we recognize that it deters people from seeking help,
we won't be able to help the two out of three Canadians suffering from
mental illness who have been denied and dismissed."
The GTA has been and will be seeing colourful transit shelter ads,
billboards, an evocative cinema & TV spot, along with radio and online
tactics that showcase a variety of phrases, each with a pay off line
that helps turn the corner on denial.
Overall, the purpose of this campaign is two-fold: First, to get people
to re-evaluate their outlook on mental illness; second, to give the
public a deeper understanding of the programs, facilities and vision at
CAMH, Canada's largest research and teaching hospital in the field of
The campaign will roll out across the GTA over the coming weeks with a
drive to Facebook and Twitter to keep the conversation and momentum
SOURCE Centre for Addiction and Mental Health
For further information:
CAMH Media Relations