Partners for Mental Health has launched the “Let’s Call BS” campaign to call out the lack of adequate mental health services for Canadian youth.
The campaign from Toronto agency Public targets mainly high school youth. It launched last week with a BS[ummit] to gather together youth and mental health professionals, and foster an open dialogue about mental health.
“We wanted to ‘out’ the issue and mobilize young people to take action in their communities,” said Phillip Haid, co-founder and CEO of Public.
The core action of “Let’s Call BS” calls for people to sign a declaration giving voice to the campaign’s concerns. The declaration will be taken to provincial premiers and other leaders across the country. The target is 25,000 signatures.
“We want our youth to get involved in the way we talk about, treat and support mental health, and to have an active role in driving that change,” said Leslie Dragon, director of marketing for Partners for Mental Health. “We used focus groups and a core group of youth who helped us develop the campaign language.”
Public developed a user-generated website – CallBS.ca – where youth are invited to post a photo or comment about the negative ways in which people who suffer from mental health issues, including bullying, are treated.
Toronto agency Capital C created a PSA pro bono, for which Empire Theatres donated free space.
The campaign media buy also includes social media, digital ads and air time on MuchMusic and Musique Plus.
This week in Toronto, branded chip trucks are stationed around schools offering free fries to people who sign the declaration. And on the streets of Montreal, chalk art will focus attention on the need for expanded mental health services.
Public also created a tool kit to help schools and community groups organize a learning event or community/school rally.
“What makes this campaign unique is that it’s not prescriptive – it’s an enabler. It provides tools, opportunities and the means to take action,” added Dragon.
Jungle Media did the media buy. Veritas had the public relations mandate.
The campaign will run through early December.
