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A by-the-numbers look at #BellLetsTalk

The results from Bell's 2015 mental health campaign blow away previous years

In just five years, Bell’s #BellLetsTalk campaign to raise money for mental health organizations has become one of the biggest and most-discussed marketing initiatives in Canada.

This year’s campaign is no exception. Long before office hours ended on Bell’s Let’s Talk day of action, Jan. 28, the number of messages sent in support of the campaign far surpassed the number sent in 2014. Everyone from hockey teams to universities, celebrities and politicians have made use of the #BellLetsTalk hashtag.

Here’s Marketing’s by-the-numbers look at how the campaign has delivered over the years– and a look at some of the most compelling #BellLetsTalk tweets.


Texts, tweets and calls Bell registered for this year’s campaign as of 2:30 on Jan. 28


Total messages sent in 2014


Amount Bell has donated to mental health organizations since it started Bell Let’s Talk in 2010


Amount Bell donated to mental health organizations in 2014 as a result of #BellLetsTalk


Increase in messages sent year-over-year between 2013 and 2014


Retweets this promoted Bell tweet received


Retweets on another, non-promoted Bell tweet


Retweets on this #BellLetsTalk tweet from Winnipeg Jet Evander Kane


Retweets on this #BellLetsTalk tweet from Justin Trudeau

In a series of tweets, ESPN’s Jordan Kuhns shared stories about his personal struggles with anxiety, starting with the bullying he faced as a teen.

The street artist Banksy shared several illustrations, including this one of Robin Williams.

MTV’s strategy? Tag a bunch of celebs and hope they bring the RTs.

The Montreal Canadiens challenged the Boston Bruins to set their rivalry aside for a moment to join the campaign. (The team agreed and pulled in 860 retweets)

The Rogers-owned streaming service also put aside its streaming rival, the Bell-owned CraveTV, to support the campaign. (Ed note: Marketing is also owned by Rogers.)

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