(CNW Group/Bell Canada)
The Bell Let’s Talk campaign has returned in 2024 with a focus on advocating for change in improving access to mental health services for Canadians, with a collective call to action around the new theme “Let’s create real change.”
Last year, Bell Media overhauled its Let’s Talk initiative by moving from a message around raising awareness, to pushing Canadians to take meaningful action. Now entering its 14th year, the initiative has been designed to spotlight 25 mental health organizations across Canada that are improving access to mental health care, while the Let’s Talk campaign will feature the voices of people sharing their reactions to alarming statistics and issues surrounding mental health.
“Over the past 14 years, we have seen an increase in awareness and changes in attitudes about mental illness. But despite this progress, real change is needed for people who are struggling with their mental health,” says Rachel Jaskula, Bell Media manager of public affairs. “Bell Let’s Talk Day is putting a spotlight on the growing need for mental health services, and profiling some of the outstanding mental health organizations around the country who are making a difference.”
LG2 is once again the creative agency on the Let’s Talk campaign, with Media Experts handling media.
The creative is set to run until Bell Let’s Talk Day on Jan. 24, with multiple executions layered during the campaign. It will include calls to action for individuals, communities, workplaces and government to show support for improved mental health in Canada, so more people can access mental health and addiction services. It will also include Bell running special mental health content in English and French across its TV, radio and digital properties, including a French-language documentary Le Clown est Triste available on Canal Vie, Crave and Noovo.
(CNW Group/Bell Canada)
The campaign also includes Bell Let’s Talk funding announcements that cover an annual community fund program offering grants up to $25,000 for local and grassroots mental health initiatives, a diversity fund supporting the mental health of BIPOC communities in Canada, a post-secondary fund supporting student mental health programs and the True Patriot Love Fund offering grants to mental health projects supporting military members, veterans and their families.
“Our new campaign highlights the mental health crisis Canadians are facing by showing the statistics and sharing people’s reactions to them,” Jaskula says. “On Bell Let’s Talk Day we will put the focus on practical actions that everyone can take for their own mental health or for someone they know to help create real change.”
Bell is listing suggested actions that people can take to effect change – including getting involved in a mental health initiative, engaging in conversations about mental health, helping a friend struggling with mental health issues or choosing an organization to learn about and support – and it’s inviting people to share their actions through the #BellLetsTalk hashtag.
