Mental health is a cause space that continues to gain traction globally, and we are seeing Canada leading the way with brands like Bell helping power the conversation. Bell Let’s Talk, is a prime example, of how Bell as a brand, found a way to integrate and promote the mental health conversation to generate return on investment. They have woven the importance of mental health throughout their organization, by aligning their four key pillars (anti-stigma, care and access, research, workplace health) to move mental health forward in Canada to all of their partnership initiatives, to help create a stigma-free Canada from the inside out.
Let’s take a look at the impact on one of the most prominent partnerships, with Bell Let’s Talk. Since its inception in 2011:
- Bell’s platform and conversation has generated over 867M interactions and raised over $9M for community fund grants.
- Promotion from consumers, Bell’s competition, key influencers, and celebrities (e.g. Ellen), across North America.
- 87% of Canadians reported that they are more aware of mental health issues.
1 in 5 Canadians will struggle with mental illness in their lifetime. What can other brands do to help support? Like Bell, brands should be seeking more partnership opportunities within the critical illness space that allow them to accomplish their objectives while also supporting a cause. However, when looking at the traditional ‘partnership,’ brands must be flexible in their definition, so they can create a meaningful campaigns and platforms like Bell Let’s Talk that engage the consumer, wider community and employee workforce to make a larger impact.
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This post was written by Kelly Diamond, Consultant