CAMH - Corey (2018) 4:40 (Canada)

The Centre for Addiction and Mental Health (CAMH) has launched a powerful new campaign to rally Canadians around its new brand platform and tagline Mental Health is Health.

The new brand creative developed by agency Zulu Alpha Kilo, highlights not only the devastating impact of mental illness, but the disparity in the way that people with mental illness are treated compared to those with a physical illness. “We must not stand silent when the human, the civil and the health care rights of people with mental illness are not recognized and respected,” said CAMH President and CEO Dr. Catherine Zahn.

Coinciding with Mental Health Week, the new campaign launches through a number of outlets. Video elements include a 30-second TV ad directed by Caitlin Cronenberg from Untitled Films. The commercial shows a woman in a hospital bed speaking about her illness, gradually it’s revealed that she’s not in the hospital receiving treatment but rather at home alone dealing with her mental illness.

Zulu Alpha Kilo’s internal content studio, Zulubot, also produced a branded content series that tells the stories of three Canadians who each have experienced the gaps between the way we view physical illness and mental illness. Rabi Qureshi, who finds less support for her mental illness than her previous bouts with cancer. Lisa Boltman, who receives treatment for the physical symptoms of her eating disorder while struggling to find treatment for its mental illness origins. And retired NHL goaltender, Corey Hirsch, who struggled in silence during the heights of his NHL career.

In out of home and on social, the campaign asks a series of thought-provoking questions like “Why do physicals cover our bodies but ignore our heads?” while encouraging Canadians to rally online around the hashtag #MentalHealthIsHealth. Other campaign elements include six- and 15-second online video, and social content.

“The campaign highlights powerful stories and asks some powerful questions. CAMH is Canada’s leader in mental health research and care so we’re proud to work with them, and get people talking about mental illness as much as they talk about physical illness,” said Zulu’s Founder & Chief Creative Officer/CEO Zak Mroueh.

Client (Company): CAMH

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Director/Art Director: Catherine Allen

Creative Director/Writer: Ian Simpson, Jon Webber (website)

ACD/Art Director: Marcelo Mariano (website)

Designers: Ryan Booth, Marcelo Mariano, Jack Curtis

Art Director: Manali Kulkarni

Writer: Dylan Verwey, Peter Giffen (website)

Agency Producer: Jac Benoit, Teresa Bayley, Ola Stodulska, Nadaa Baqui

Clients: Danielle Donadio, Lori Spadorcia, Robin Rowe, Rino La Grassa, Robin Rowe, Dr. Ivan Silver, Dr. Damian Jankowicz

Account Team: Mike Sutton, Rob Feightner, Hillary Roberts, Violet Karbalaei, Eric Kormos, Ola Stodulska

Strategy Team: Tim Hopkins, Sean Bell, Heidi Philip

UX: Vergel Evans

Media Agency: UM

Media Agency Planner: Kate Mateer, Emily Strongitharm

Production House: Untitled Films (TV), Zulubot (Branded Content)

Director: Caitlin Cronenberg (TV), Director: Barbara Shearer (Branded Content)

Executive Producer: Lexy Kavluk (TV)

Line Producer: Jennifer Walker (TV)

Production House Producer: Jenna Peel (Branded Content)

Director of Content: Cary Smith

Director of Photography: Kris Bonnell (TV), James Arthurs (Branded Content)

Casting Facility: Ground Glass Media (TV)

Casting Director: Andrew Deiters (TV)

Editorial Company: Zulubot

Editor: Marissa Bergougnou (TV) Jay Baker, Max Lawlor, Robbie Haring, Kaisa Pitsi, Jarvis Alston (Branded Content)

Post Production Facility: The Vanity (TV), Jarvis Alston (Branded Content)

Executive Producer: Stephanie Pennington

Post Producer: Hannah Bird

Compositor: Michael Medeiros

Colourist/Transfer: Andrew Exworth

Audio Post Facility/Music House: Cylinder Sound

Audio/Music Director: Brad Nelson

Engineer: Joshua Mancuso (TV), Stephen Stepanic (Branded Content)

Photographer: Anthony Gallucci

Studio Artist: Anna Harju

Interactive Programming: MNP LLP

Interactive Producer: Lisa Prentiss