CAMH Wants to Ensure No One is Left Behind
New brand platform puts a stake in the ground against the backdrop of a growing mental health crisis.
Against the backdrop of a growing mental health crisis, the Centre for Addiction and Mental Health (CAMH) is putting a stake in the ground by launching the world’s largest fundraising campaign to support hospital-based mental health research, starting with a new advertising platform: “No one left behind.”
It couldn’t be coming at a more critical time.
According to the World Health Organization, more than 450 million people—including 6.7 million Canadians—are struggling with mental illness, making it the leading cause of disability worldwide. More than half of Canadians will have dealt with some form of mental illness by the age of 40, and more than 11 people per day—totalling more than 4,000 people per year—lose their life to suicide.*
Developed in partnership with Toronto agency Camp Jefferson, “No one left behind,” is the centrepiece of the $500 million fundraising campaign, making it the world’s largest fundraising campaign for hospital-based mental health research. The funding will go in part toward building the new CAMH Research & Discovery Centre—a state-of-the-art facility that will lead to ground-breaking research to get people the solutions they need.
“We believe now is the time to go further than ever to support those facing mental illness,” says Sarah Chamberlin, CAMH Foundation’s CMO and VP of Community Giving and Engagement. “Our work over the past 25 years has helped to bust stigma, raise awareness and spark conversations about mental health. Now it’s time to go further.”
The brand platform is a rallying cry, urging people to stand together and help build a future where no one is left behind. It aligns with CAMH’s history of venturing into the grittiest, most stigmatized areas of healthcare that people are reluctant to address.
The integrated campaign includes TV, social, out-of-home and radio, and is led by a powerful 60-second spot developed by Camp Jefferson.
“We wanted this campaign to call out to those who share the same ambition and attitude of the very people who are fighting daily to uncover new cures for those living with, and affected by, mental illness”, says Camp Jefferson ECD Julie Nikolic. “We feel this embodies CAMH’s unbreakable spirit against the seemingly insurmountable odds they face. It lets people who may be suffering or who have loved ones who are going through difficult times know that CAMH will keep going the distance for them.”
The campaign will run in Ontario until May 31, 2023.
About CAMH
The Centre for Addiction and Mental Health (CAMH) is Canada’s largest mental health teaching hospital and one of the world’s leading research centres in its field. CAMH is fully affiliated with the University of Toronto and is a Pan American Health Organization/World Health Organization Collaborating Centre.
About Camp Jefferson
Camp Jefferson is an ad agency that uses creativity to influence people’s choices. Because every KPI businesses chase is the result of people choosing one option over another.
Credits:
Campaign Title: No one left behind
Client: CAMH
CMO & VP, Community Giving and Engagement: Sarah Chamberlin
Director, Integrated Marketing: Trina Klinck
Director, Donor Engagement: Meghan Kelly
Interim Director, Impact Communications: Lisa Plenderleith
Senior Manager, Digital and Acquisition Marketing: Bhairavi Sampat
SVP Public Affairs and Partnerships, Chief Strategy Officer: Lori Spadorcia
Director, Communications and Public Affairs: Paris Semansky
Senior Manager, Communications: Karen Cleveland
Digital, Email & Content Specialist: Kelsey Watson
Digital Marketing and Content Specialist: Miranda Yorke
Director, Events, CAMH: Geoffrey Chown
Senior Media Relations Specialist: Sean O’Malley
Agency: Camp Jefferson
SVP, Director of Creative: Julie Nikolic
SVP, General Manager: Edith Rosa
SVP, Head of Strategy: Ian Barr
Creative Director: Mike Blackmore
Creative Director: Chris Obergfell
Associate Creative Director: Aaron Niven
Associate Creative Director: Dave Fontaine
Account Director: Roshel Kidd
Account Supervisor: Jose Baylon
Account Coordinator: Ashley Lorenzo
Executive Producer: Brenda Surminski
Design Director: Leah Renihan
Production Designer: Ian Flynn
Production Designer: Anna Lew
Copywriter: Tori Wiley
Art Director: Arghavan Salehinia
Magic Circle Workshop
Senior Production Manager: Betsy Tran
Senior Studio Lead: Shireen Kok
Senior Retoucher: Hailey Williams
Studio Coordinator: Graham Stewart
Production Company: Scouts Honour
Executive Producers: Rita Popielak, Simon Dragland
Director: Brent Foster
Producer: Jeremiah Lapointe
Editorial: Outsider Editorial
Editor: Michael Barker
Producer: Kristina Anzlinger
Visual Effects: The Vanity
VFX Artist: Sean Cochrane
Executive Producer: Stephanie Pennington
Post Production: Alter Ego
Senior Colourist: Wade Odlum
Audio House: OSO Audio
Audio Creative Director: Harry Knazan
Producer: Jane Heath
Photography: Fuze
Stills Photographer: Jeff Carlson
Executive Producer: Nicole Gomez
Media Agency: Jungle Media
VP, Media Planning: Derek Laurendeau
Media Supervisor: Karen Chow
Managing Partner: Cindy Drown
Assistant Media Planner: Claudia Boucher
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