Can You See Now- Addressing Mental Health in Advertising
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Transcript of Can You See Now- Addressing Mental Health in Advertising
Mental Health Stigma – Team M&A
Maximilian Calla, Rebecca Pan, Warren Kong, Chianne Jiang, James Oh, Justina Li
Presentation Road Map
START
Digital
Media Plan
Billboard
Solution
Insight
Communication Objectives USP
Conclusion
USP
Canadian Mental Health Association (CMHA)
• Nation-wide voluntary organization
• Promotes mental health & supports recovery of those experiencing
mental illness
• Currently have an online presence through:
• Website
• Facebook & Twitter
• PSA’s regarding mental health
• Doesn’t address any of the stigma
Communication Objectives
Objectives
•Not just the symptoms
•See life from their perspective
•Not just the symptoms
•See life from their perspective
Educate the average person about mental health disorders
Address common stereotypes
Reduce the negative stigma associated with mental health disorders
Increase the number of individuals seeking treatment
Insight
People cannot see mental health disorders, thus they cannot
support or empathize with those who are affected.
The Average Person
Solution
Depicts what life is like from the perspective of those with mental disorders
CAN YOU SEE
NOW CAMPAIGN
Educates the public
Reduces the stigma associated with mental health disorders
Eliminates stereotypes
Billboard
Billboard
Billboard
Billboard
Digital
Media Plan
Billboard
• Located in downtown Toronto
• Areas with high traffic
• Place before and during mental health awareness week
Print Ads
• Placement in prominent magazines
• Macleans, Time Magazine
• High exposure newspapers
• Toronto star, Globe & Mail, National Post
Insight
Thank You