CAMH: Mental Health is Health

The Centre for Addiction and Mental Health (CAMH), a Canadian psychiatric teaching hospital, challenged people’s dismissive attitude toward mental health with provocative OOH.

Campaign details

Advertiser: CAMHBrand: CAMHAgency: Zulu Alpha KiloCountry: Canada

Campaign Summary

Illness is a universal phenomenon. Regardless of culture, class or age, it is understood as a cause for help and empathy. Yet all that understanding disappears the moment the word "mental" precedes the word "illness". Instantly, the things we hold true about every other form of disease disappear. Stigma replaces concern, and marginalization replaces treatment. Even if it affected a small number of people it would be unacceptable, but with one in five Canadians personally experiencing some form of mental illness in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands