When we started working on this campaign, we were shocked by one statistic in particular: two out of three people struggling with mental illness suffer in silence. Then it hit us: many people create excuses for either avoiding the conversation or brushing it off as something that can be easily fixed. We use phrases like, “You just need a night out.” or “Don’t worry. It’ll pass.” Putting this behaviour front and centre was a great way to hold a mirror up to society, get people to assess their own behaviour and position CAMH as a leader in mental health. 

This campaign won awards in Marketing, ADCC and Applied Arts.

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(Creative Director/Writer/Director, Bos)